Force 9 Launch AR
Client
Services
Location
Nike signing on Haaland, marked a major moment in reaching a wider audience globally. Nike need a partner to amplify Haaland’s announcement as the new "Nike No. 9”
The Outcome
Using volumetric video capture, we placed a giant-sized Haaland on the apex of NikeTown London - one of the most iconic stores in Europe. We created an unforgettable visual in AR to celebrate this momentous occasion, directed a video shoot on the day of the announcement with Haaland in front of NikeTown LDN, and produced a series of social media assets to maximise impact via Nike’s and Haaland's immense social media following.
Pre-production
Web-AR Microsite
We crafted and deployed a web-based AR microsite using 8th Wall, React, and 3JS, directly drawing from the FORCE9 campaign's visual concept. This AR experience, launched above NikeTown LDN, featured dynamic 3D elements, image tracking, and volumetric capture manipulation to achieve a hyper-realistic effect.
In pushing the limits of the volumetric framework, we experimented extensively with colours and effects in AR. The result? A bold black and white contrast with a flash of volt green, perfectly accentuating Haaland's iconic Number 9.
Pre-Production
Guerilla Marketing
To amplify the on-the-ground presence and engagement, we teamed up with guerilla marketing specialists to adorn the pavement opposite NikeTown London with bold, eye-catching decals that demanded attention.
Pre-production
Volumetric Capture
Given Haaland's packed schedule, a visit to a volumetric studio was off the table. So, we partnered with Nike's talent agency to secure a body double. Through meticulous planning and coordination, we executed a state-of-the-art volumetric photoshoot, capturing a detailed 3D mesh of Haaland’s body double. Post-capture, we enhanced the 3D animation with dynamic visual elements, including Force9 Football boots orbiting around Haaland, and fine-tuned the colourr and visual aspects to create a truly immersive experience.
Pre-production
Social Video Shoot
We planned and executed a series of shoots for social media, with one featuring Haaland himself, which exponentially boosted the launch's publicity. Haaland shared the content on his Instagram, where it garnered over 62 million views.
Pre-production
Social Media Asset Creation
We swiftly navigated the editing process, employing rotoscoping techniques to blend a first-person view of Haaland with AR animated elements typically seen through a phone. This approach brought the digital experience directly into the social video. We then tailored multiple formats and delivered them to Nike's Social Media team for distribution.
