Air Max 270 React

Immersive Instagram experience for product launch

Client

Nike

Agency

B-Reel

Role

Creative Lead

Year

2019

Type

Social Campaign

One shoe, six worlds. We launched the Nike Air Max 270 React as an immersive Instagram experience — a set of interactive 'Nike worlds' that showed off the shoe's design and let a young, sports-driven audience play their way into the product.

Objective

To launch the Air Max 270 React where its audience already lived — and make the launch something they wanted to explore, not scroll past.

Challenge

This audience grew up on social and can smell a banner ad. The shoe's design and performance had to come through, and Instagram had to be the playground, not just the poster.

Solution

As Creative Lead, I co-led six immersive 'Nike worlds', each tuned to a different facet of the shoe's design and cultural roots. I 3D modelled the shoe itself and directed the art for the 3D teams, and we leaned hard on Instagram's native toys — video, stories, easter eggs — to reward the curious.

Execution

Each world had its own look pulled from the shoe's inspirations, stitched together with interactive stories and hidden surprises. Native Instagram integration meant users could fall through one world into the next without ever leaving the app.

Impact

The campaign landed squarely with its audience, driving high engagement and strong feedback, and lifting Nike's presence on the platform with something that actually fit the way young people use it — proof of social as a place for real storytelling, not just reach.

Capabilities

• Instagram Integration
• Interactive Storytelling
• 3D Modelling
• Social Campaign