AIR FORCE 1
On the occasion of the 25th Anniversary of the Air Force 1, 360 Creative was commissioned
to create original content across film, print and digital media to celebrate the history of
Nike’s iconic and best-selling shoe.
Amongst other items, 360 Creative has produced a feature-length documentary film,
a historic music video, a design-driven website, an exclusive brand book and
a travelling multimedia installation.
These complementary productions have contributed to a unique storytelling experience
in the history of sports, music, design, fashion, marketing and international pop culture.
Following-up his award-winning sneaker culture film "Just For Kicks," Thibaut de Longeville was invited by Nike to create a documentary film telling the story of Nike’s iconic and best-selling shoe: the Air Force 1.
Narrated by KRS-One, the film is not only the first feature-length film about one pair of shoes, it is also the first film about one single product in history.
The film was premiered at NYC’s Apollo Theater in the context of Nike’s World Basketball Festival, screened at exclusive events across the globe, broadcasted on MTV2 during the network’s ‘1 Night Only’ special programming and presented as a series of episodes on Nike’s dedicated ‘1Thology’ website.
Thibaut de Longeville directed the music video of the historic collaboration between Kanye West, Nas, Rakim and KRS-One, released on Nike Records on the occasion of the Air Force 1's 25th Anniversary.
The music video tells the story of the track being remixed by DJ Premier while NYC’s Tats Cru create tribute murals to the song's four performers.
While the song itself was nominated for ‘Best Rap Collaboration’
at the 50th Grammy Awards, its critically-acclaimed music video was played on numerous music television networks including MTV,
MTV2, VH1, Fuse and Trace, gathering over 5 million views online
in the process.
To magnify DJ Clark Kent’s ostentatious love story with Nike’s Air Force 1, we enrolled art director Arthur King and motion designer Pierre Dixsaut to create an original cartoon picturing the world renowned DJ / sneaker freak as the nutty superhero of the Air Force 1’s saga. The cartoon was featured exclusively in the film.
Nike invited 18 innovators from across the world to "get up" on the Air Force1 as if they were professional athletes getting their own signature shoe.
The 1 World "players" included Rasheed Wallace, Questlove, Kaws,BusyP, Michael Lau, Krink, Booba, Clot and various other iconic personalities from the worlds of sports, music, design, fashion and entertainment.
360 Creative designed the website and created all the content featured on each innovator’s profile, collaborating with guest artists and Nike’s design team to create featurettes highlighting the design attributes of each special make-up.
"Paris En Force" was conceived and published as a companion book to an exhibition held by Nike France at the Salons du Louvre, celebrating the athletes, designers, musicians, artists and everyday people who have contributed to making the Air Force 1 an international pop phenomenon.
Curated and published by 360 Creative, the "Paris en Force" book featured photography by Hugues Lawson-Body, illustrations by Veenom, Bus, Func 88, Bloody M & Grotesk as well as essays by Olivier Pheulpin, Thomas A. Ravier, Alex-Paul Demetrius and Jay Smith who served as production manager of this limited edition publication, with Arthur King as its art director.
To celebrate the 30th anniversary of Nike’s Air Force 1, 360 curated and designed an installation displaying iconic AF1 styles, exclusive video excerpts, archive photography, original illustrations and storytelling text.
This chronological installation was produced by Piero Pietano at L’Araignée and used at Paris’s World Basketball Event at Cité Universitaire in the summer of 2012, and later at Citadium as the main floor’s back-to-school feature presentation.
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"From copywriting to producing photography, graphic design, books, films, digital content and events,
360 Creative is unique in its ability to tell compelling stories and to create memorable consumer experiences using all existing mediums in their playing field."
- Julien Cahn
Global Energy Marketing Manager, Nike Sportswear
Copyright © 2015
Do not reproduce without the expressed written consent of 360 Creative.
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