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

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

3 hours ago

Asia-Pacific Power List 2024: Gaurav Gupta, ...

Gupta takes an “outside-in” approach to well-entrenched local brands, leveraging purpose-driven marketing to change social norms while capturing market share.

3 hours ago

Ready-to-deploy tools: The secret to engaging Gen Z

Executives at CONTEN.T suggest how brands can leverage creative tech, data unification, and first-party insights to engage Gen Z consumers.

4 hours ago

Can Netflix scale its advertising business?

In the coming year, when Netflix's user growth slows down as most predict, increasing ad revenue will become even more crucial. Campaign explores how the streaming giant plans to scale its advertising business.

4 hours ago

What the Microsoft-CrowdStrike outage means for ...

Friday's global outage disrupted critical infrastructure such as airports and healthcare systems, bringing entire industries to a standstill. So, how will this crisis impact the reputation of the brands involved?