Issue #103

Holy Sh*t
That's Good.

AIRMAX 1000

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Read time ~2 minutes

Hey Reader,

Your Saturday inbox just got a lot more fun!

Fresh creative finds, badass work, and slick frames coming your way on this beautiful 5th day of April—and they said it would snow?!

Let’s get it 👇

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This issue's sponsor BLACKSMITH

Big brands don’t settle. Neither should you.
Blacksmith is boutique motion for serious brands, trusted by the world's biggest.

Tired of:
• Videos that don’t convert
• Inconsistent quality
• Endless revisions

Let’s stop guessing and make content that’s designed to sell.

AIRMAX 1000

Here’s why it so d*mn hot:

Nike didn’t just drop a shoe.
They dropped a statement.

The Air Max 1000 isn't just a new silhouette.
It’s a bold move toward future manufacturing and the launch video nails every second of that message.

They took their time taking you through the process of 3D printing the AIRMAX 1000. Meanwhile they're showing off it's intriguing shapes, patterns and colors.

Macro shots of micro details.
Music and SFX are weaved together in a way that my mind agrees with.
It feels smart, clever and trustworthy.

It's inquisitive.
It looks like a render, but acts real.
Live action or virtual production?

No celebrity.
Just product-as-hero.
Like a PSYOP to recruit your feet.

The way it was shot, lit, and paced?
Chef’s kiss.

And Nike?
They’re not just selling shoes anymore.
They’re printing cash.

​Watch it on Vimeo >​

Techniques?​
All virtual production.
> Cinema4D and Houdini used to animate. > Redshift used to produce the picture.

Selected Frames​
These are the frames I loved the most.

What's Missing?​
This could have hit harder.

If you're going to launch a shoe like it's 2040, don't open like it's early 2000.

In product storytelling (all storytelling for that matter), the open is everything.

You’ve got 3-5 second to earn 15 more.

I think the opening was weak, because it failed to be grabby.
Had no intrigue.

But the remaining content was fire as hell.

Glad I stopped scrolling.

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Holy Sh*t That's Good.
Curated by Christian Johansson
Sunday, 06 of April, 2025

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Boutique motion for serious brands—trusted by the world's biggest.