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Celebrating Air Max Day 2026, Nectar were engaged to conceive and deliver the launch of Nike's latest innovation, the Air Liquid Max at the Above The Clouds store in Melbourne. The opportunity was not simply to release a product, but to construct a world around it, one that translated technical innovation into cultural energy.
Leading concept and creative direction, we developed a specimen lab and multi-sensory installation combining scent, flora, sound and social ritual. In collaboration with Nike and Above The Clouds, the Melbourne campaign generated over 180K views and 3,000+ engagements in just 24 hours, culminating in a complete product sell-out.
