Joint project of students at the School of Design and NIKE
In October 2020, NIKE approached the design school’s «Photography» students to give them the opportunity to show their Moscow in photo and video, inspired by the design of the new Air Max 90 shoe model. The results of the project, in the form of posters, photographs and videos, could be seen at special commercials and bus stops throughout the city. The students of the second bachelor’s degree in «Fashn Photography» presented their vision of the city as part of the promotional campaign. For the posters at Moscow’s stops, NIKE took the works of Annie Nikolskaya and Anja Zagrayeva. In addition to posters, the material also includes photographs by Rita Umnova, Alina Sergeieva, Kati Aksenova, Polina Tranogina, Hongji Chen.
Advertisement posters at the bus stop at the Paveletska subway/Works by Anja Zagrayeva and Ani Nikolskaya
During the brief, we found that Air Max is a model that is more familiar and loved by the current 30-year-olds, so we wanted to share it with the new young generation and look at it with the eyes of young people.
Work of Annie Nicole
Work of Annie Nicole
The work of Alina Sergeieva
The work of Alina Sergeieva
The student Anna Zavojaeva pointed out that the most important thing for her was her freedom of creativity and complete diving in the context and history of shoe creation: «My work is a collage that connects the old and new Moscow with its landmark historic and modern buildings. The main character is a new generation that, together with Nike, brings paint to the city.
Work of Ani Bringer
Rita Smart’s work
Work of Hongji Chen
Work of Hongji Chen
The work of Polina Trenogina