In the first setup, we spotlighted the bounce and energy return of the point-loaded air bag system with a vignette featuring balloons, inflatables, and heavy stones—using visual contrast to amplify the sneaker’s responsiveness. In post, we used diptych-style edits and tight transitions to reinforce the story. The second setup showcased the Pulse’s durability through a controlled test environment that mimicked urban terrain, including packed dirt and puddles. We layered in ASMR-style sound design to enhance the tactile feel. The final setup tapped into the music-inspired DNA of the Pulse, using a vintage Nike “The Monitor” heart monitor and television, along with a speaker that physically bounced the shoe—visually syncing the heartbeat of the sneaker with rhythm and movement. Together, the vignettes delivered a playful, benefit-driven campaign that redefined performance storytelling for city athletes.
Creative Direction — Phuong Nguyen
Designer — Juriel Furukawa, Grant Gulla
Copywriting — Clara Malley
Production — Dylan Malone
Director & DP — Brian Kelly
Set Design — Selena Liu
Editor — Lisa Cai