“We were trying to show how these days you can take this really techy Nike Air Max shoe and style it up with just about any outfit. It was about having a great combination of killer styling, choreography and type design and creating a social campaign that was really gonna stop people in their scroll. I had an amazing team across the board from Stefan my Swiss type designer, Mindi my stylist, BJ my choreographer, Sy my DOP to the guys at Tendril that handled the post. The choreography was fun. We wanted to make it as playful and goofy as possible. I think I may have missed my calling.”

- Terry Hall, Director