I enjoy totally immersing myself in a project and building an environment that allows me to get my head deep into the game. I might look like I'm in the midst of scribbling on Rain Man's walls, but that’s exactly what I’ve been doing since my university days when I imagined my own training shoe-based fictional piece.
Work Focus: Present a personal passion and hold a mirror up to marketing
AiMY = Nike Air via Michael Jordan and Yeezy
BREAKING: A brain-altering gas is released from Nike Air pockets to positively effect customers' moods by targeting their Amygdala when in and around Nike shoes.
Project AiMY was exposed when a janitor discovered a dusty Air Force 1 shoebox buried deep within a store cupboard at Nike’s headquarters, Oregon. The box contained a confidential Nike inc. progress report, dating from 2002 that details a top-secret test where chemicals are used to influence the way the public interact with Nike Air products.
... At least that’s what my fauxconspiracy created for my University Final Major Project said. It is a work of fiction I created to reflect on the nature of modern advertising and marketing today. Is there more to retail therapy than meets the eye, or nose?
How much do I like sneakers? Here's a snap of my University dissertation titled 'From Athletic Shoe to Fashion Statement: How has the Sneaker Developed a Culture of its own?'.
Cover page of my research project
Impact/Result:
1:1 final year grade (a ‘first’)
Completed as my final major project in my time at Cambridge School of Art.
2012
