atmos Animal Pack 2.0

The beasts are back. As the crown jewel of 2018’s Air Max Day releases, we were tasked with creating an immersive environmental experience as iconic as the product itself – the long awaited atmos x Nike Animal Pack 2.0 from legendary Japanese brand atmos.

Concrete jungle. To create our experience we took inspiration from Tokyo and New York, both home to atmos’ retal flagships, and two of the world’s largest concrete jungles and centers of streetwear culture. ‘The beasts are back’ became our rallying design mantra and drove our collaboration with Nike and atmos to create a world where the beasts, with their iconic patterns (giraffe, leopard, zebra, and tiger) take over in unexpected ways.

Natural Selection. Extra Butter, an iconic New York streetwear boutique, has a passionate cultural following similar to that of atmos. We developed an extension of the concrete jungle concept with a site-specific version for Extra Butter’s Lower East Side location, driven by the same evolutionary-inspired elements of the Animal Pack which we termed ‘natural selection’. Playing off the atmos’ locations street sign – W 125th St and 6 JIngumae, the addresses of their retail locations in New York and Tokyo – we extended the thinking into Extra Butter with their own unique version – Orchard St and ‘LOISAIDA’, a nod to the Lower East Side’s rich multicultural past.

To extend the consumer experience beyond point-of-purchase, we proposed and executed custom collateral elements to amplify brand visibility and consumer engagement. For the atmos quickstrike release – limited to only 240 pairs total – we delivered custom shoe boxes and tissue paper for both Air Max 1 & 95 models, a series of Animal Pack stickers based on vintage Nike and atmos graphics dating back to the original Animal Pack release in 2006, all packaged in collectible atmos tote bags. The kit was featured prominently across traditional press and social media, connecting sneakerheads in concrete jungles all across the globe.

Creative Direction: Aaron Carlsson
Lead Design: Kari Rowell + Brian Jones
Art Direction: Kari Rowell
Account Management: Chris Leedom
Project Management: Elena Butler
Production: Bednark Studio Inc.

Conceived and Created while Senior Creative Director at Cinco Design