Put Nike Air Max Day 2023 on the cultural map for Gen Zalpha in both Belgrade and Dubai – two locations with entirely different cultural backdrops – through music and self expression under the campaign’s ‘MAXXED OUT’ banner.
We created a two-day music showcase in the Bioskop Balkan (an iconic Belgrade landmark) and undertook a whole-store takeover at the Nike flagship in the Dubai Mall.
We delivered two different experience frameworks: one a two-day live event and one a two-week in-store retail experience. These frameworks were based upon setting up Air Max as a creative platform that allows Gen Zalpha to express themselves.
The heart of both experiences were our MAXXED OUT Studios where visitors could make their own entirely unique music track – the audio samples of which were provided by local artists. This studio experience was used as the inspiration for the culmination of Air Max Day 2023 in Dubai: a 90-second spot on the Burj Khalifa’s evening light and sound show on 26 March.
In the studios, we created everything from the ground up: the backend system allowing simultaneous 64-channel music playback housed within a custom mixing desk, the ambient audio visuals, and the forest of LED equalisers with 3D-mapped real-time reactive graphics. Everyone’s individual session was published on their own microsite where they were able to share it directly via their socials.
These studios were part of fully-realised MAXXED OUT worlds that not only embodied the idea of self-expression, but allowed consumers to express themselves through other audio-visual installations, a customisation studio, styling and beauty services, and secret gig space.
We coordinated seven different production houses across the UK, Serbia and Dubai.
In Belgrade, we designed and produced the event space, coming up with the run-of-show, and we transformed the daytime event into the nighttime gigs.
In Dubai, we designed and produced the full retail takeover and collaborated with London agency Intro to bring the sound studio visuals to life on the Burj Khalifa.
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.
