Nike Japan’s 'collaborative zine' is a virtual booklet of black-and-white outlines of the latest Air Max designs. An accompanying app shows an AR model of the sneaker, allowing customers to create their own shoe designs using a blend of IRL and AR creativity. While users are able to track their designs on the app in real-time, they can also share their final creations as animated videos and use their phones to see them hovering in the air. The project, spearheaded by AKQA, was launched as a way of bringing people together during lockdown and celebrating their creativity through virtual collaboration. “The best creativity is often born out of restriction,” says Tim McDonnell, AKQA group creative director.