NIKE Risk Everything

Nike’s Phenomenal Shot shows the world’s greatest players in moments of unpredictable brilliance. Fans can capture, remix and share their own perfect shot–all in an immersive 3-D experience that uses new real-time ad delivery technology.

On this fun project I designed the overall look and also the customized pipeline to get posed 3D characters from renowned animation studio Passion Pictures over to our WebGL engine, and lighting design and texture setups for the final look of the experience.

Nike Phenomenal Shot was an integral part of the huge Risk Everything campaign created by Wieden+Kennedy. Google and Nike partnered to tap into the real-time energy of the exciting world cup, experimenting with Google’s ad technology to deliver more engaging experiences across the web, right when it matters most.

We delivered real-time ads that invited fans to celebrate, remix and share memorable sports moments just seconds after they happened in the Risk Everything style.

Through a specially designed, real-time delivery tool, these ads appeared across the sites and apps in the Google Display Network in 15 countries.

Through a specially designed, real-time delivery tool, these ads appeared across the sites and apps in the Google Display Network in 15 countries.

For example, when Brazil’s Neymar Jr. scored a goal in the Cameroon match on June 23rd, Nike ads featuring Neymar Jr. in his goal celebration pose ran within ten seconds.

Our cross-platform experience pushed the boundaries of mobile devices. Fans could span 360-degrees around a 3D version of Neymar Jr. by tilting and panning their phone. They used headlines, filters and stickers to create their own digital poster celebrating Neymar Jr.’s phenomenal moment.

The entire WebGL experience happens within the mobile browser without the need to download or open an app.

Working with Nike was an amazing opportunity and put huge expectations on my team.

A pipeline was created where after a particularly spectacular goal was scored in the World Cup, the scene would be re-created in 3D and exported to our custom WebGL creation tool where the user could customize the scene of the goal and share it with their friends.

The biggest challenge we overcame was maintaining the speed at which assets could be collected from the international team of creative agencies, put into our creation tool and delivered to users as fast as we possibly could while at the same time maintaining the quality expected from a client like Nike.