The film is a metaphorical exploration of air and the negative space it occupies. The Air Max 2017’s ultralight support and maximum comfort are portrayed through a series of visual metaphors inspired by scenarios encountered on an everyday run. Finally, as the Air Max 2017 is worn as a fashion shoe by many, it needed to connect with style as well as substance, so we injected some whimsical pop-led elements. Overall, the film is a lighthearted smack in the face.