Nike+ Product Launch Events
Creating launches for some of Nike's most tech-enabled products
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R/GA worked with Nike to create some of their most iconic products, helping them transform from an apparel manufacturer to an innovation company. Beginning with the Nike+ FuelBand, I helped introduce these products to the market.
Working directly with the Digital Sport leads at Nike HQ in Oregon and R/GA’s creative leads in New York City, I directed a series of launch presentations. I structured, storyboarded, and crafted the narrative, and worked alongside a large team of exceptionally talented designers, motion graphics artists, and CG experts to bring them to life. Below are two examples.
MY ROLE
Associate Creative Director
COLLABORATORSWade Convay
Ray Sison
Jessica Harris
Deborah Au-Yeung
and many more
PRODUCT LAUNCH EVENT
Nike+ FuelBand SE
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The Nike+ FuelBand was an activity tracker worn on your wrist that calculated your movements throughout the day. The simple design and seamless smartphone integration made is easy to set goals, track your progress, and connect with your friends.
For the launch event in New York City, we created a powerful, visually-driven presentation displayed on a massive custom-built LED wall. In the middle of the event, guests participated in a competition between NFL star Victor Cruz and Olympic champion Ashton Eaton to see who could burn the most Fuel head-to-head while their results were displayed in realtime.
PRODUCT LAUNCH EVENT
Nike+ Basketball and Training
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The Nike+ Hyperdunk and Lunar TR1+ shoes had embedded sensors that accurately measured how fast an athlete moved their feet, how high they jumped, and more. Legendary champions Allyson Felix and Manny Pacquiao presented at the launch, while LeBron James and Rafael Nadal contributed video testimonials.
For the launch of Nike+ Basketball and Training, we demonstrated the technology on full-size basketball court. While athletes slam dunked, ran pickup, and exercised, their data was displayed on a massive screen behind the court. After the event, attendees experienced it themselves at the trial zone, competing to see who could jump the highest and run the most foot fires.
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