Nike’s Air Max Dn spot by Petra Collins revels in its quirky cameos

‘Feel the Unreal,’ shot on 16mm, features Drake, Billie Eilish, Sha’Carri Richardson and Erling Haaland

Published On
Apr 01, 2024
Billie Eilish and Drake in the new Nike Air Max Dn commercial

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“Max? Max!” It’s 3:56 p.m, and Max is late!

There’s only four minutes until basketball tryouts, but nothing seems to get the protagonist in Nike’s new spot up from his nap. Not the steady beeping sounds coming from the alarm clock, up or the wake-up calls from his family. 

But as soon as he realizes he is late, he tightens fast his Nike Air Max Dn sneakers and heads out, running out the door, focused on getting to the tryouts on time.

“Coach is gonna kill me!” he says.

Mimicking Flash’s super speed effect, Max moves around town so fast, he’s a blur to the human eye, leaving nothing but streaks of his body behind and confusing onlookers, thanks to the powers of the Air Max Dn he wears in this adventure.

 

Created in-house by Nike and directed by Petra Collins, the 60-second spot features cameos by athletes Erling Haaland and Sha’Carri Richardson, as well as musicians Drake and Billie Eilish, who are dumbfounded when Max’s speed and shenanigans distort their semi-normal surroundings to the beat of Fatboy Slim’s "Praise You.”

The celeb shots were filmed in Los Angeles and Manchester after the main film wrapped, which was prepped and shot mostly in Budapest. 

Creative production company Division produced the campaign in partnership with Nike’s in-house team, according to Division. Collins also shot additional promotional photography for the campaign, showcasing the latest drop by Nike.

The film was shot over five days on Kodak 500T film on 16mm by director of photography Todd Banhazl. Post-production was completed by Paris-based studio Monumental.

"Feel the Unreal" premiered March 26, coinciding with the 10th anniversary of Air Max Day and the release of the newest look.

The Nike Air Max Dn All Night colorway, along with additional colorways, was released March 26 in adult and youth sizes. The release also showcases Dynamic Air as a new feature in the Nike Air Max Dn, realized in a dual-chamber, four-tubed Nike Air unit designed for comfort, a smooth stride and maximum bounce.

Credits

Date
Apr 01, 2024
Client :
Nike Air Max
Directed by :
Petra Collins
Production Company :
Division
Executive Producer :
Jacq Wilkinson
DOP :
Todd Banhazl
Production Designer :
Brittany Porter
Line Producer :
Amine Ketem
Stylist :
Spencer Singer
Casting :
Nohmad Casting
Production Manager & Coordinator :
Marie Marsan
Senior Writer :
Will Roelke
Senior Creative Director :
Nico Sala
Designer :
Hannah Kim
Art Director :
Brian Bantog
Global Brand Director :
Bas Tacoma
Brand Narrative Director :
Dudu Viola
Producer :
Adam Bordow
Production Coordinator :
Avida Jackson
VP Creative :
David Frank
Lead Designer :
Roberto Rodriguez
Writer :
Sinikiwe Dhliwayo
Designer :
John Akira Harrold
Producer :
Nick Roldan
Producer :
Emma Otsuka
Senior Studio Manager :
Annie Jones
Digital Designer :
César Sierra
Digital Producer :
Jeevan Gaberria
Production Coordinator :
Alex Brown
Production Coordinator :
Khloey Summers
Service Production :
Pioneer
Executive Producer :
Vivien Laszloffy
Producer :
Attila Juhász
Post-Production :
Monumental
Head of Post Production :
Laila Hamdaoui
Post-Producer :
Sandy Durand Paucsik
Editing Company :
Lost Planet
Editor :
Max Koepke

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