METAVERSE AirMax WABISABI
Creative Consultation, 3D Modeling & Design
For the XXXV Air Max anniversary, we 3D modeled, developed designs and creatively advised
Nike’s first-ever metaverse campaign in 2021.
Exploring the then-emerging concept of phygital through pieces designed to exist identically across digital and physical "real" main object: the Air Max1 anniversary now existed online and on stores.
As part of the campaign, Cova did a workshop with a motion-capture avatar, introducing the concept of wabi-sabi through digital wardrobe styled with the special xxxv Air Max silhouette. The avatar looks, designed by Cova were inspired by elements like air, metal and earth mixed with wabi-sabi philosophy, connecting imperfection, movement and materiality across both virtual and real-world expressions.
