Briefing:
Create a 30-second promotional video for any shoe designed by Tinker Hatfield, taking into account his personality and history.
Concept:
Before his career as head designer, Tinker Hatfield studied architecture and incorporated his insights and skills from that field into his designs for Nike. For example, parallels to urban planning can be found in the design of the sole. Hatfield's innovation of the externally visible air cushion in the Nike Air models was inspired by the transparent architecture of the Centre Georges-Pompidou in Paris, which allows insights into technical components.
Through close-ups of various elements of the Air Max 97, I bring Hatfield's detailed designs into the realm of architecture. Simultaneously, suspense builds as only glimpses of the product are visualized until the resolution at the end.
