NIKE x OMM
FORCE 9.
A social media masterpiece using Augmented Reality to create a takeover of Erling Halaand at NikeTown, London, announcing him as the new "Nike No. 9."
A VISION MADE REALITY
To celebrate the partnership with one of the biggest names in football, Erling Harland, Nike wanted to do something with impact.
Nike's Brand Creative team challenged us with something a little different. They wanted to show Haaland posing atop NikeTown London so that passersby could see Haaland in his well-known "Buddha" pose.
VOLUMETRIC CAPTURE
To achieve this, OMM organised and produced a volumetric photoshoot to capture a 3D mesh of Haaland. The creative and development team at OMM then got to work integrating the volumetric capture into 8th Wall.
PUSHING NEW LIMITS
To finish the look, we experimented with various colours and effects in AR, pushing the framework about as far as it can go. Finally, we landed on a black and white contrast with a flash of volt green to accentuate Harland's number 9.
We designed and created a microsite to encapsulate the AR and show map locations of where you could launch FORCE9. We also worked with one of our Guerilla marketing partners to decal the pavement opposite NikeTown London.
AR MICROSITE
SOCIAL SENSATION
We planned and executed a series of shoots for social media. One of them, with Haaland himself, helped to elevate the publicity of the launch exponentially. Haarland posted the content to his own instagram account and it gained over 62 million views.
OMM took Nike's vision and made it a reality. They managed the overall campaign launch from design and creative, through to implementation of the final AR floating above NTL .
Take a look at the final reel here!
