This pack is all about fun. We developed a series of animations for new editions of the Nike Air Max React & The Air Max Plus, released on the National Bubble Gum Day.

All content was shared at the stores and on social media accounts of the main Nike retailes: FootLocker, Foot Action and Champ Sports, among others.

This world is based on the combination of two hero elements as the support for the shoe: gum balls and bubbles.
Multi-colored, smooth, candy-coated shapes represent the gum balls. For the bubbles, we have the sensation of air filled, imperfection on the shapes and a variation of thickness transitioning from opaque to transparent.
The enviroments developed are modern reinterpretations of a kids playground, with soft and fun shapes of foam and rubber-like materials.

Just Chew It.