I started off doing some research into vintage ads because I liked the simplistic style and technicolor aesthetics, and hoped to find some inspiration. I found an illustration magazine and among its pages were the following posters.
I liked the muted color palette and the simple, clean forms of the artwork. It was direct and sent a clear message.
I like this poster the most because of its composition, art direction and message.
The poster’s message is simple: wear and share your Nike Airmax sneakers. Being a sneakerhead, I like the way Nike has implied a community. Indeed, the brand builds communities around sports. The poster does exactly that.
By using a limited color palette with teal, red, white and black, it is able to create an immediate visual impact with space-themed aesthetics. With balls in orbit, one can easily interpret them as footballs, tennis balls etc. It has enough ambiguity to be playful. The shoe is smack in the centre, like the sun, pulling everything into its orbit.
This is the essence of the poster – Airmax is the centre of the universe. And the emotion it elicits is that of awe and amusement; that something worn on the feet can be celebrated in such a way.
The big bold custom typeface enhances legibility the poster. Together with vector illustration, flat bold colours and good contrast, it generates visual interest with the space-themed illustration first before giving clarity in the big bold type.
Overall, I feel that the playful approach makes this a very effective ad as it conveys the energy of the brand (Just Do It) as well as the call to action (AIRMAX DAY). The execution was bold and forthcoming, combining a limited palette with a bold illustration style and even bolder typography.