Tony Mak - Creative & Design

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Air Max Day 2024

Creative, Art Direction

In a world bogged down by the mid, we must go beyond. Enter a universe of boundless self-expression. A space for over-the-top creativity and surreal imagination, where culture is tilted on its side and impossible mash-ups are the norm. A place where anything you can imagine can become real. Discover Dynamic Air: the latest in creativity-boosting technology. It offers an unmatched sensation, catapulting you into a future filled with endless possibilities. Step into innovation. Welcome to the next era of Air Max; bend what’s real, explore the surreal, Feel the unreal

Creative, Art Direction

This year's D11, China's premier e-commerce festival, was celebrated with two captivating brand stories—Soul of Basketball and Winter Solution. By merging the love of basketball with innovative warmth, we curated a diverse range of products appealing to a broad audience, from dual genders to sports enthusiasts and trendsetters. Our synergistic approach maximized impact on both brands and drove significant business growth. Aligning with Winter Solution's creative essence, we brought to life a theme of "Quirkiness Fun," blending winter elements with sports moments in visually striking sets. Tailored patterns maintained a consistent visual identity throughout the festival, enhancing brand cohesion.

Valentine's Day

Creative, Art Direction

Valentine's Day is more than just a day for couples—it's a day for anyone who experiences love. Love knows no bounds; it embraces not only romantic partners but also friendships and the bond between humans and their beloved pets. The true essence of romance on this day lies in sharing joy with those closest to us, rather than focusing solely on one person. Whether it's spending quality time with friends or enjoying the company of our furry companions, we celebrate the day of love by creating cherished memories together in our own unique and meaningful ways.

Joyful Artist Pack

Creative, Art Direction

Introducing the vibrant and playful "Joyful Artist Pack" from Nike! Designed in collaboration with budding young artists, this collection features whimsical doodles bursting with creativity and seasonal colors. Each item is a canvas of imagination, showcasing the unique artwork of children and their boundless creativity. With summer just around the corner, our goal is to inspire kids to unleash their artistic potential and infuse every step with joy and color. From sneakers to apparel, the Joyful Artist Pack invites children to express themselves boldly and embrace the spirit of summer with every stride. Join us in celebrating the power of imagination and creativity – let's paint the world with happiness together!

Global Growth Fund

Creative, Art Direction

To embark on a journey towards financial empowerment with JPMAM. 🚀 Amidst the ever-shifting tides of the global market, we stand as your steadfast guide, empowering you with unparalleled insights and expertise to navigate through every market cycle. Imagine someone standing alone, looking up at a futuristic rocket blasting off into space. This powerful image shows our dedication to helping you achieve financial success, break through barriers, and seize endless opportunities.

Hearts on Fire with Angela Yuen

Editorial, Creative

Creative, Art, Editorial Direction

Setting hearts ablaze and giving us fashion inspiration at the same time, Angela Yuen is on everyone’s radar for her bold and charismatic performances. Often spotted on red carpets, the British-born Hong Kong actress and model was recently nominated for the Golden Horse Awards and Hong Kong Film Award for her role as “Candy” in “The Narrow Road”.

Women Just Do It

A dynamic campaign promoting women's strength, diversity, and empowerment. Inspired by the "Just Do It" ethos, it highlights Nike's latest women's collection, blending performance, style, and comfort. Through powerful imagery and stories, it fosters community and encourages women to break barriers in sports and life. More than a call to action, it's a global movement towards inclusivity, resilience, and excellence in the female spirit.

Creative, Art Direction

After seventeen years of eager anticipation, the fifth-generation Toyota Supra makes its triumphant return! Experience the timeless allure of the inline-six turbocharged front-engine, rear-wheel-drive configuration, waiting for you to ignite.

Air Max Day 2020

Creative, Art, Editorial Direction

The Nike Air Max Day 2020 campaign, themed "The Future is in the Air," is a forward-looking celebration that bridges past innovation with future possibilities. This year's focus introduces the cutting-edge Air Max 2090 and the sleek Verona, alongside a tribute to the iconic original Air Max that started it all. The campaign artfully blends nostalgia with futuristic vision, showcasing the evolution of Air Max through a dynamic journey from its roots to the horizon of urban style and technology. By highlighting the new additions alongside the classic, Nike not only pays homage to its heritage but also propels wearers into a future where the potential of Air technology knows no bounds. This playful yet profound narrative invites enthusiasts and newcomers alike to explore the legacy, innovation, and breath-taking design that Air Max continues to offer, ensuring that the future of sneaker culture is indeed, in the air.

Air Max 1 Big Bubble

Creative, Art, Editorial Direction

Nike drops the Air Max 1 '86 Original Big Bubble Retro, paying tribute to the never-dying classic. Featuring an enlarged version of its signature air bubble for added cushioning and durability, signature brand emblems, and mesh panels for a nostalgic addition to the streetwear scene.

Air Max Day 2017

Advertising, Editorial

Creative, Art, Editorial Direction

In collaboration with Nike, HYPEBEAST launched a special campaign for Air Max Day 2017. As the countdown to March 26 approached, we partnered with Nike to produce three #KissMyAirs documentary videos. We enlisted three emerging Asian directors - Yuen Hsieh, Vernie Yeung, and Jonathon Lim - to capture the essence of the event through their lenses. Through their creative vision, we aimed to showcase the stories of singer Chris Lee, street ballet dancer Lil Buck, and fashion icon Eugene Tong, who are influential figures in music, cultural arts, and fashion, known as Revolutionair pioneers. These individuals have made significant impacts on a global scale, each crafting their own unique lifestyle narratives.

Air Max Day 2017 - Eugene Tong

Advertising, Editorial

Creative, Art, Editorial Direction

As part of a special campaign in collaboration with Nike for Air Max Day 2017, HYPEBEAST teamed up with Eugene Tong, known as the "World's Best-Dressed Man," who rose to fame in New York after hailing from Taiwan. This image has remained unchanged for several years. Venturing into the realm of running, Eugene embarked on a personal journey, reflecting on his experiences in his hometown of New Jersey, Shanghai, and ultimately returning to New York. He recalled the aesthetic principles he had encountered in both Eastern and Western cultures. Captured through the lens of Australian director Jonathon Lim in the #KissMyAirs series, Eugene Tong dons the Air Max collection, delving into his inner journey and aesthetic evolution.

Air Max Day 2017 - Lil Buck

Advertising, Editorial

Creative, Art, Editorial Direction

As part of a special campaign in collaboration with Nike for Air Max Day 2017, HYPEBEAST teamed up with Lil Buck, hailing from Memphis, who learned the local traditional dance style of Jookin from the streets. This art form, later dubbed "street ballet," propelled Lil Buck to become a rising star in the field. Following his representation for brands such as Louis Vuitton and Apple, we enlisted Lil Buck to interpret Nike's latest creation, the VaporMax sneakers, through dance. Renowned director Vernie Yeung was invited to capture this performance, showcasing movements akin to dancing on air.

Air Max Day 2017 - Li Yuchun

Advertising, Editorial

Creative, Art, Editorial Direction

As part of a special campaign in collaboration with Nike for Air Max Day 2017, HYPEBEAST teamed up with Lil Buck, hailing from Memphis, who learned the local traditional dance style of Jookin from the streets. This art form, later dubbed "street ballet," propelled Lil Buck to become a rising star in the field. Following his representation for brands such as Louis Vuitton and Apple, we enlisted Lil Buck to interpret Nike's latest creation, the VaporMax sneakers, through dance. Renowned director Vernie Yeung was invited to capture this performance, showcasing movements akin to dancing on air.

WTAPS - Hong Kong Website

Research, Design

WTAPS is a renowned street fashion brand known for blending military, US, and Japanese street fashion designs, emphasizing a clean aesthetic and contemporary style. To expand its presence in the Hong Kong market, the company embarked on creating a dedicated website tailored to meet the unique needs of Hong Kong consumers, integrating its brand identity seamlessly.

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