NIKE ×
RISK EVERYTHING
I led the creative and art direction for the in-browser and app experience, defining the visual language and production design across all 3D assets. Working closely with Passion Pictures I designed the look and feel, directed lighting and texture treatments, and shaped a custom pipeline to bring posed characters into WebGL balancing high-fidelity visuals with real-time performance under a tight 6-week schedule.
NIKE
AR Experience // 2015
WORLD CUP CAPTURES
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.
The awesome thing with our pipeline was that after a particularly spectacular goal was scored in the World Cup, the scene and the football player 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, only hours after the event took place.
DISCIPLINES
- CREATIVE DIRECTION
- EXPERIENCE DIRECTION
- VISUAL DEVELOPMENT
- ART DIRECTION
- PRODUCTION DESIGN
AWARDS + STATS
- Webbys – Integrated
- One Show – Cross platform
- Cannes Lions – Titanium
- Cannes Lions – Integrated
Nike Phenomenal Shot was a real-time, global campaign that turned major moments from Nike athletes during live games into interactive 3D experiences within seconds. When an athlete made a standout play on TV, the moment was captured, rendered as a frozen 3D “Phenomenal Shot,” and instantly distributed across Google’s ad network. Fans could then interact with, remix, and share these moments directly in their browsers, creating personalized takes on these highlights.
CREDITS
Creative lead: Magnus Östergren
Tech lead: Rickard Herlitz
Coding: Stefan Hedman
Lead art: Joakim Areschoug
WebGL: Nils Friberg
2D retouch: Robin Portnoff
Characters: Passion Pictures
MORE READING
- 200 countries activated
- 10-second turnaround time
- 2 million engagements
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.
