AIR MAX SPRING SUMMER 2022 GLOBAL PRINT CAMPAIGN

Photoshop is a great tool, but we often rely too heavily on it and it becomes a crutch.. Though labor intensive, building practical sets creates a magical feel almost lost in our digital world. It may be easier to photoshop it, but it'll look better practical. That's the approach we used while bringing to life fourteen ideas from the brain of cutting-edge photo designer Cian Moore (Sweetcian). The images, while fantastical, don't feel too far from reality. Pairing hyperrealistic backlit backdrops with real, practical props and rigging creates a surreal, yet comforting feeling; a fantasy world that almost seems familiar.