Footwear giant Nike partnered with Acronym and San Diego-based Ash Thorp to create a visual sneaker release campaign for the latest member of the Vapormax family. The marketing campaign consists of an ultra-glitchy and dystopian animation. The visual aesthetics of the sneaker release campaign bears almost no reference to the ultra-lightweight silhouette and the unbelievably comfortable cushioning that Nike's Vapormax has to offer.
The animation is an amalgam of cyberpunk and Western styles that offer a playful, yet disturbing, glance at the Vapormax model in between glitch frames. The animation quickly alternates between a Western film-inspired mid-desert rock and a Blade Runner-style Nike-branded building with luminant cacti in the vicinity.
Surely, the unbelievable contrast between the sneaker campaign and the actual properties of the footwear is what makes this artwork stand out and capture attention.