Ad Nut
May 3, 2018

Nike launches stunning first-person basketball adventure

Nike China and R/GA Shanghai give fans a glimpse of what it's like to compete in the brand's high-school basketball league.

Nike and R/GA Shanghai have created a first-person, digital, 'choose your own adventure' story that takes place in highly stylised—and highly awesome—2D animation.

The Road to HBL aims to let fans live through the experience of training for and competing in Nike China's High School Basketball League (Nike HBL).

The agency worked with production companies Final Frontier and Le Cube to create 210 seconds of animation comprising 39 scenes. That content gets packaged, based on user input, into more than 700 possible stories with customisable features including jersey colors and court position.

Ad Nut isn't quite tall enough to be any good at basketball, but greatly enjoys the glimpse of the experience provided in the example film above. The animation is just gorgeous. Here's some individual cels for you to gawk at:

CREDITS

Nike
Basketball Brand Digital Director: Tao Dong
Basketball Sr Brand Digital Manager: Penny Zhao

R/GA
Executive Creative Director: Terence Leong
Senior Art Director: Kaori Lo
Copywriter: Jam Lee
Visual Designer: Martha Ma
Account Director: Richard Zhou
Account Manager: Lexi Wang
Producer: Kris Wang
Content Producer: Emily Lee
Senior Technology Director: Laurent Thevenet
Senior Software Engineer: Adriano Fernandes
Software Engineer: Dragon Chiang
Experience Design Director: Vani Oza

Production Company: Final Frontier
Executive Producer: Gustavo Karam

Animation Studio: Le Cube
Directors: JuanMa Freire and Mariano Fernandez Russo
Executive Creative Director: Ralph Karam
Producer: Fernanda Soma and Larissa Miranda

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

Source:
Campaign Asia
Topics

Related Articles

Just Published

12 hours ago

The anti-trend trend: How Starbucks aspires to use ...

THE CMO'S MO: Inspired by Apple, Starbucks Asia's marketing head, Samuel Fung, is blending tradition and innovation with a back-to-basics approach to build loyalty in a competitive market.

13 hours ago

STB partners with NBA to attract fans from the region

The Singapore Tourism Board seeks to make the city state an attractive destination for sport fans, as it looks further afield to boost its ambitious goals for inbound visitors.

13 hours ago

X partners with Magnite to boost programmatic ad sales

Magnite joins Google and PubMatic as official third-party sellers of X’s ad inventory which can help fill unsold inventory and attract more advertisers.

13 hours ago

Love looks different in Asia now, and so should ...

More people in Asia are choosing singlehood; it’s time brands moved beyond dated romantic tropes to catch up with times for V-Day marketing, argues this writer.