The business of advertising is a tricky game. You need to keep one step ahead of the competition, constantly create memorable and unique advertisements, develop those ideas across an ever expanding horizon of channels, and constantly create something new for your client. One agency that seems to do this with ease on a regular basis is W+K and when they team up with Grow and Google they produce something really unique that shows just how the world of advertising is changing in clever new ways.
In a campaign for Nike, W+K and Grow created a series of Real-Time ads that were designed to let fans celebrate, remix, and share customized posters, and images within 10 seconds of a sporting event happening live. “Phenomenal Shot” uses a Nike sponsored player rendered in 3D along with a series of prewritten headlines, phrases, stickers, and filters, that allow fans to remix that moment and share with friends across a variety of digital networks.
The Real-Time Ads are rendered with a 3D-Engine and then distributed via the Google Ad Network across all devices creating an immersive experience powered by HTML5, CSS, and java script. Using the gyroscope that is built in to smartphones and tablets fans can spin the Nike athlete in 3D space to create the perfect shot before embellishing with ad-ons. Since the entire experience is rendered with WebGL the experience happens within the browser and there is no need for plugins or a dedicated app. Pretty damn slick, and a great way to promote your brand without being overly pushy or doing a hard sell. For more info on #ArtCopyCode click here.
About 9 months ago, Nike started an interactive campaign at Selfridges in London introducing a new line of products. Nike’s “House of Innovation” included a whole host of interactive installations that push the boundaries of shopping and merchandising products.
The first video is of a recent window display that repurposes some of the content from the in-store displays. The others show the original interactive spaces and integrated content. It’s pretty cool stuff that was developed by Amsterdam agency …,staat.
One of my favorite things about this is it’s not all digital, but a combination of physical and digital elements that blend together so well. Other content was produced by ATYP Limited, NikeUK, and Fiction Department.
It’s Monday, and as I wait for the next snowstorm that is going to dump two years worth of snow on Kansas City in 24 hours, I need a little inspirational pick me up. The video below from Cineastas is a 5 minute documentary about Mike Friton, freelance shoe designer and innovator. Founding member of Nike’s “Innovation Kitchen”.
The reason I am posting this is Mike’s story is great. What he says in the short film should inspire anyone to be more creative, innovative and push the boundaries of their craft. The film itself is edited so well with cuts hitting on audio beats that help set up a visual rhythm that compliments the story so well. Nice camera work, and audio design help make the film the great little piece that it is.
Director: Tristan Stoch
Director of Photography: Sean Grasso
Sound: David Panton
Here is a fun little video for Nike by filmmaker Casey Neistat. This really steps away from Nike’s usual look and feel, and I like it. A Lo-Fi, video with a made for the web kind of look, which is harder to create than you think.
Nike, working with film director Robert Rodriguez have produced an extended length TV commercial entitled “The Black Mamba” staring Kobe Bryant, Bruce Willis, Kanye West, and Danny Trejo. The commercial is completely over the top, but it is completely indicative of the Nike brand and it’s association with the NBA. Really nice CGI, Special Effects and Video work make this commercial. It’ll be interesting to see how they cut it for broadcast or if they leave it for web/theater distribution only.
With the World Cup in full swing, companies are pulling out all the stops for tie in advertising. Nike having eclipsed Adidas in football sponsorship is no exception. Nike’s agency of record W+K hired Diem Chau, to carve a series of crayons as football players. The players make up team members in an exquisite press kit for the “Write the Future” campaign. All of the football players are personified in crayon carvings and wrapped up in a beautiful fold down museum box. The box contains the full color printed booklet, a walnut block that holds the crayons, and doubles as a display stand, and a description of all the players in the set. Absolutely wonderful.