The release of the Air Max DN needed a moment to launch in the UK that was rooted in it’s 90’s inspired roots.

We created the DN Car boot – an exclusive event that took place during Air Max day. To the launch the event we wanted to create a statement that was as surreal as the Air Max DN themselves.

We worked with London Ghanian artist Soldier to pimp a car like never before, wrapping his whip in “Ghana must go” shopping bags. These bags carry profound stories related to immigration in West Africa, tales of uprooted people on the move in search of a better life, which resonates with Soldier's own story of moving to London from Lagos. We created an AV to launch the event as well as having the car on display at a car boot event in east London – imbued with an attitude that is in his DNAir.

Producer: Naomi Berrio-Allen

Agency: Ultra Brand Studio

Director: Silence Lola

DP: Miguel Cardenes

CD: William Battersby

Jnr Art Director: CJ Johnson

Talent: Soldier Boyfriend

Edit & Grade: The Post Arm

Music: Bark Soho