Air Max Dn
Feel The
Unreal
To launch the new Air Max DN, we sought a bold and audacious connection to the music scene, one that defies the norms and embodies the shoe's essence. We partnered with Latin Mafia, one of Mexico's most unreal bands, known for their audacity to break musical boundaries. These three brothers transformed their grandfather's living room into one of the most prolific music studios in Mexico, challenging the status quo of the music industry.
-
Agency:
Wieden+Kennedy Mexico.
My role:
Creative Direction.
Team:
Jessica Apellaniz, Pablo de Arteaga, Denisse Mancera, Rodrigo Cantalejo, Leo Corrales, Josué González, Rodrigo Bonilla, Ana Mijares, Sofía Gamíz, Beatriz Pecero, Hugo Boccara.
Photographer: Seoju Park.
In colaboration with Rocket to the Moon, Realidad and Club Local.
Digital City Take-Over.
A surreal (CGI) inflatable object appears in the parts of the city that are bustling with cultural clashes.
This floating bubble moves, grows, floats and produces sound, playing Latin Mafia’s Julioteta.
The object is right in the sweet spot of unreal: crazy but not so crazy that it couldn't be real.
→
Music Workshop .
To inspire the Gen Z to go MAXXED OUT and elevate their talent, we invited Latin Mafia to host an exclusive, live-streamed workshop where they opened the archives of their hit song Julietota.
The event, streamed on YouTube, marked their first-ever public workshop, allowing fans to Feel The Unreal as they experienced the band's creative process up close for the first time.
→
