Heather Burrell
Fall 2024
Nike Air Max Dn
Feel the Unreal

Client:
Nike Sportswear, Global


Role:
Lead Designer
Media:
Product CGI
On-body Photography
BTS Motion Vignettes
Motion Graphics
Layout Direction
Campaign Guidelines
Nike Digital
Nike Organic Social
Paid Media

For the FA24 season, Nike extended the “Feel the Unreal” Air Max Dn campaign with athlete features starring A’ja Wilson and Victor Wembanyama. Built on the launch framework introduced in SP/SU24, we paired innovation-focused storytelling with surreal, larger-than-life visuals that mirrored the shoe’s cushioning technology and maxxed-out energy. Each athlete’s narrative was brought to life in distinct ways — from A’ja’s unapologetic confidence and larger-than-life presence to Victor’s fluid, otherworldly style that plays into his “alien” moniker.

As a design lead supporting post-production, I helped adapt and refine campaign assets across style and innovation storytelling. My role focused on elevating product details, balancing athlete expression with conceptual exaggeration, and ensuring a seamless visual system that highlighted both performance innovation and cultural impact.

Creative Partners:
Photographer - Michael Hauptman
Product Imagery - New Format
Director - Charlie McHarg
Wardrobe Stylist - Karen Langley
Stills Post - Upper


Nike Teammates:
Art Director - Allison Olson
Design Lead - Sarah Hallal
Narrative Lead - Kennedy Rasberry
Production Lead - Amy O’Connell

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