1. Context & Purpose (The Competition)

• Campaign: Nike: On Air

• The Mission: "Nike: On Air" was a global design workshop and competition that invited locals from six major cities—Seoul, New York, London, Paris, Tokyo, and Shanghai—to create an Air Max design inspired by their city’s unique culture.

• The Goal: The project aimed to move beyond simple aesthetics, encouraging creators to turn their imagination into reality by translating their city's distinct energy and stories into a physical product.

2. Motivation & Intent (Why I Submitted)

• Reinterpreting Seoul: I wanted to interpret the unique charm and dynamic energy of the city I live in through my own lens. My goal was to experiment with how the daily scenery and atmosphere of Seoul could be visually translated onto the canvas of a Nike Air Max.

• A Creative Challenge: In response to Nike's "Imagine Air" philosophy, I used this video as a medium to convey not just a design but a specific mood. Although this was not the final winning entry, the video represents my passion for capturing the "vibe" of Seoul and visualizing a concept through motion and storytelling.

• Global Engagement: I shared my creative vision of Seoul alongside creators from around the world, engaging in a global conversation about design, culture, and identity.

3. Work Overview

• Creator: Robert Kim

• Format: Design Concept Video / Mood Film

• Platform: YouTube

• Concept: A visual exploration of Seoul's cultural identity applied to footwear design.