Nike: THE FILM ROOM by R/GA New York for Nike

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Nike: THE FILM ROOM

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Industry Sportswear, Athletic Footwear & Accessories
Media Ambient
Market United States
Agency R/GA New York
Executive Creative Director Taras Wayner
Creative Director Colin Kim
Art Director Saulo Rodrigues
Copywriter Jason Hoff
Producer Nigel Goodman
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Stunts & Live Advertising Bronze

Credits & Description

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.