We created a social media campaign for Nike with South-Korea based Japanese sensations XG ahead of Air Max Day 2024, keeping their tens-of-millions of fans worldwide guessing and looking for clues about some paranormal activity that we dropped onto their TikTok account.

Our supernatural "teaser" showed XG member Chisa seemingly levitating before the camcorder-esque footage dramatically glitches and cuts off. We packed the initial video full of Easter Eggs such as four exercise balls (a nod to the new DN shoe’s distinctive air bubbles) and clocks in the background that were frozen on “326” in a hint towards the 3/26 date for Air Max Day 2024, ultimately driving a huge number of fans to the Nike Japan Instagram for the full reveal.

From thousands of posts on XG’s own social channels speculating over the meaning of the video, to published articles on fan websites and trending topics on Twitter, this campaign got the K-Pop world talking. 🛸