Sampling has always walked a tightrope between creativity and controversy. Take an element from an existing work, add something fresh, and a whole new sound can emerge. The tiniest ideas get an unexpected second life through the eyes of a new generation. The new AM90 samples from a cast of Air Max classics (Moon Landing, OG Ostrich, Lemon Frost and Untold Truth to name a few) to create a sneaker that’s steeped in history but 100% fresh. To create the future, first you have to look to the past.
We were asked by Nike to create a film that embodies the art of sampling to coincide with the launch of their Air Max 90 'Side A'.
More info in the link below,
https://www.nike.com/gb/launch/t/air-max-90-side-a-the-future-is-sampling/
Client - Nike
Agency - Crack
Production Company - Way Out West
Director - Will Dohrn
Producer - Duncan Harrison
DP - Gwilym Evans
1st AC - Henry Russell
Art Director - Ade Udoma
Hair/Make up - Rebecca Hampson
Photographer - Michelle Helena Janssen
