NIKE AIR MAX MUSE
Credits
Nike Creative Team
Roxane Zargham (Creative Direction & Styling)
Mason Yost (APLA Creative Direction)
Rafael Paes (APLA Creative Director)
Claire Kang (Global Art Direction)
Haruka Danzuka (Social), Vivian Coopen (Narrative)
Allison Ramos (Project Management and Production)
Nike Marketing Team
DongMin Sea, Teegan Alexander
Photography and Film Direction
Benjamin Lennox
Direction of Photography
Eric Sohlstrom
Production Team
Matt Chee Production, Rebecca Deasy
Choreography HaeNi Kim
Post Production Studio Private
Info
Roxane spearheaded the Creative Direction and Styling for the striking Nike Air Max Muse Asia campaign featuring K‑pop icon Karina, orchestrating both the visual narrative and on-set direction alongside the global Nike creative team. The campaign resonated widely, weaving Karina’s dynamic cultural influence into Nike’s futuristic aesthetic and quickly going viral across Asia, with incredible OOH and Retail expressions. This launch built up Nike’s digital dominance across Asia on social media platforms generating over +22 million impressions (Instagram, TikTok, YouTube, Kakao, Pinterest, etc.).
