2010 World Basketball Festival: "THE FILM ROOM" Ambient Advert by R/ga

Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: THE FILM ROOM
Advertiser/Client: NIKE
Product/Service: APPAREL
Entrant Company: R/GA New York, USA
Advertising Agency: R/GA New York, USA
Chief Creative Officer: Nick Law
Executive Creative Director: Taras Wayner
Creative Director: Colin Kim, Jason Hoff
Art Director: Saulo Rodrigues
Copywriter: Jason Hoff
Producer: Nigel Goodman
Description of Ambient execution:
Nike asked us to find a way to teach complex pro basketball moves to young players at the 2010 World Basketball Festival in New York City. We created the Film Room, a new platform comprising of a modular stage, HD cameras, custom-built algorithm, and large format printers—a system capable of filming a young player’s move, analyzing the footage, and deconstructing it frame-by-frame in order to design personalized 18 x 24” Nike posters, all within minutes.