To inspire Nike+ members to move more in 2015, we created Your Year. Directed By Nike+.
Using individual Nike+ data we produced 100,000 custom films. Each film transformed a year’s worth of data into a personal and compelling story of 2014 and issued a unique challenge for 2015.
We partnered with illustrator Mcbess to create thousands of custom animations covering all possible data variables including location, weather, activity and individual Nike+ movement data. This meant a runner from Los Angeles would receive a completely different film from a Nike+ Training Club user in New York.
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The Nike SNKRS App. Detailed product stories, notifications of upcoming releases, and the ability to purchase exclusive sneakers before anyone else. It’s the new bible for sneakerheads.
To ensure only true sneakerheads got access to the app, we launched it during All-Star Weekend in NYC in conjunction with a number of limited edition sneakers. Using sneaker culture clues and locations, we hid a limited number of access codes around NYC that unlocked VIP, early access to SNKRS.
To celebrate the 25th Anniversary of Just Do It, we leveraged #justdoit for the very first time. The idea of progression resonated across all of Nike's categories and the visual succession of images became the anthem of the anniversary.
In Nike's constant pursuit to treat everyday athletes like pro athletes, we created: Nike+ Trial Zone. The most digitally-advanced, true-to-sport product trialing experience ever created.
From interactive, motion tracking enabled basketball courts to fully immersive running experiences, Trial Zone serves one core purpose — to ensure consumers find the perfect shoe for their athletic and sport endeavors.
A year in the making, Trial Zone is a bespoke service we built from the ground up, that is now the leading experience at Nike stores across the globe — New York, Paris, Beijing, Miami, Moscow with more to come. Check out more here.
To launch the 2010 Ford Mustang, we created the ultimate Mustang bucket list experience called THE '10 UNLEASHED. We kicked it off by headed a few timezones east to the birthplace of drifting - Japan. Vaughn Gittin Jr., a D1 GP Series Drift Champion, brought with him a drift-modified Ford Mustang for the ultimate foreign exchange program.
A :60 trailer ran during the X Games with 6 full episodes online and a series of bonus features leaked to auto blogs such as JALOPNIK and SPEED HUNTERS.
Nearly a decade before Facebook, there was Classmates.com. The invitation was simple: Pick up where you left off.
The MagistaX was designed specifically for small-sided game-changing performance.
We started by launching a small-sided 'Winner Stays' tournament in 16 major cities across the globe through a vintage video game inspired film, driving football obsesses teens to the Nike Football App where they could register their crew for the tourney.
Then we launched the MagistaX video game on the Nike Football App along with the MagistaX boot. We remixed the classic brick-breaker game, featuring the MagistaX battling laughing skulls through three levels hosted by Mario Götze, Arda Turan and David Luiz. Each level increased in intensity and resolution, from 8-bit to 32-bit to 64-bit.
Arcade units of the game dropped in Niketown stores worldwide while the tournaments took place around the globe.
Hot off the heels of The Fiesta Movement social media campaign, we launched the arrival of the Ford Fiesta.
After an entire year of watching online videos, looking at pictures and seeing them zip around town, it was time to just let everyone know the Fiesta is here.
Ken Block's parody of the campaign at the end of Gymkhana 4 and pop-up print ads made it known that the launch of the New Fiesta was a "Pretty Big Deal."
FLEXIBILITY TO SWITCH IT UP
We worked with Nike SB to launch the first ever Nike Free shoe designed specifically for skateboarding. Unprecedented board-feel and control demonstrated by the one and only Nike SB team.
Partnering with The Berrics, we invited skaters to tweet their trick requests, especially switch tricks, showing that the Free SB delivered the flexibility to switch it up.
Eric Koston, Sean Malto and Shane O'Neil delivered.
The Nike Free SB continued to switch things up, dropping in a limited run of all-black & all-white colorways.
Slo-mo Instagrams populated individual rider feeds and Nike SB social as well.
With no budget for media or creative development and a 5-year-old product, Ford was open to anything that could generate interest in the Mustang.
So we created our own production company called MUSTANG PRODUCTIONS.
Partnering with FILMAKA, we wrote 10 short stories to serve as inspiration for budding film makers and launched an international call to entry for the first ever Mustang-themed online short film festival.
In a matter of weeks, we received nearly 400 screenplays from across the globe and green lit the top 20 with a production budget of just $5,000 each.
Two months later, the films started pouring into the Mustang Productions website. Action, romance, comedy, drama, and even claymation from South Africa. The films ran on our website, YouTube, Vimeo and spread like wildfire on top auto blogs, generating buzz and content for a car that hadn't been updated in over 5 years.
The top twelve films were made into a collectors DVD.
Nike decided to remix football by launching Football X, a collection of footwear and apparel designed for the small-sided game. To capture young players' attention and express the irreverent attitude of small-sided, we communicated like never before by glitching every Nike platform for 48 hours.
With no explanations.
Sketchbooks pages, posters, one-offs and general shenanigans.