Nike Film, Digital THE BLACK MAMBA by R/GA New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market United States
Agency R/GA New York
Associate Creative Director Colin Kim
Creative Director Sammi Needham, Tim Thornton Allen At Marshall Street
Art Director Kenji Shimomura
Producer Nigel Goodman
Released April 2011

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: NIKE
Product/Service: APPAREL
Agency: R/GA
Date of First Appearance: Jan 24 2011
Entry URL:
Interaction Designer: Xavier Gallego (R/GA)
Visual Designer: Seth Cheeks (R/GA)
Art Director: Kenji Shimomura (R/GA)
Associate Creative Director, Copywriting: Jason Hoff (R/GA)
Associate Creative Director: Colin Kim (R/GA)
Creative Director: Sammi Needham (R/GA)
Creative Director: Tim Allen (R/GA)
Sr. Presentation Code Developer & Solutions Architecture: Peter Knif (R/GA)
Sr. Flash Developer: Duncan Davidson (R/GA)
Sr. Open Standards Developer: Max Goldberg (R/GA)
Flash Developer: David Hitchings (R/GA)
Technical Director: Vincent Dibartolo (R/GA)
Sr. Producer: John Mullin (R/GA)
Producer: Nigel Goodman (R/GA)
Junior Copywriter: Lincoln Boehm (R/GA)
Sr. Interaction Designer: Ryan Romero (R/GA)
Quality Assurance Engineer: Jane Yang (R/GA)
Executive Creative Director/Copywriting: Taras Wayner (R/GA)
Executive Creative Director/Visual Design: Chuck Tso (R/GA)

English Synopsis
When Kobe Bryant steps on the court, he transforms into his alter ego, The Black Mamba. Kobe has millions of fans across the globe, so we decided to give them the power to transform Kobe digitally. We developed a custom algorithm based on keywords about Kobe. When enough fans tweet about him, the site transforms to its Black Mamba state, where fans can access exclusive content—like exclusive Kobe interviews, a short film starring Kobe directed by Robert Rodriguez, and the chance to win Zoom Kobe VI kicks. To date, has seen over 2 million visitors since launch.