AWARDS

2015 Gold Cannes Lion:  BRANDED CONTENT AND ENTERTAINMENT

2015 Gold Cannes Lion:  PROMO AND ACTIVATION

2015 Silver Cannes Lion: DESIGN

2015 International ANDY Award

2015 Crystal Festival Crystal

BACKGROUND

In summer 2014, Nike launched the RISE Campaign, in which aspiring young basketball players were asked to submit basketball themed videos. Out of these players, 30 individuals were shortlisted to be mentored by LeBron James and Kobe Bryant. These players would then go through several heats of what is the first social basketball reality show in Greater China, with the winners playing at the Nike World Basketball Festival in Barcelona. The RISE Journey would be broadcast on QQ, releasing one episode of the inspiring tale every week, for 6 weeks, from August until September.

WHERE WE COME IN

AKQA approached us to work closely with them in developing a visual style to support the campaign. The visuals were to embody the idea of the symbolic RISE; the journey of the players through the series of events and online episodes. We had to create a main graphic to be the emblem for the RISE Campaign, as well as supporting lock-ups for Lebron, and Kobe. These then had to be animated and made into a library of graphic overlays that could be used on on the court and online episodes.

 

DEVELOPMENT

Our first sketches were based around the ideas of a Phoenix, a sparrow and the more traditional Chinese images of the Koi that becomes a dragon through a journey of transformation.

We also explored simpler, more graphic styles to help make the visual language less intrusive, and easier to blend as graphic overlays to live action footage:

TYPOGRAPHY

As the project evolved, we were constantly evolving typographic treatments to be used on posters and motion pieces. below are some of the steps we went through in exploring styles to get to what would eventually be the one that fitted to campaign.

REFINEMENT

Once the visual language had been decided on, we made various versions of each of the lock-ups, to make sure that we have options to choose between, and an array of visual to mix and match in order to create the best set of 4 to go into the final animation.

THE FINAL FOUR

APPLICATION

The final images and animations were packaged up as a library of easy to use print and motion graphics, ready to be deployed throughout the campaign. The graphics were used in online episodes, in live events, on LED basketball courts, on posters, ads and tickets. All images © NIKE INC.