Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept

+ Experiential & Interaction + Art Direction 

+ Space Design Direction

Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept

+ Experiential & Interaction + Art Direction + Space Design

Brand :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept

+ Experiential & Interaction + Art Direction 

+ Space Design

For the launch of Nike + Kobe X, we transformed a historic slaughterhouse from 1933 into ‘The Temple of Deadly Quickness’.

An interactive ground that challenged players to 5 physical, mental, and conceptual basketball tests.

For the launch of Nike + Kobe X, we transformed a historic slaughterhouse from 1933 into ‘The Temple of Deadly Quickness’.

An interactive ground that challenged players to 5 physical, mental, and conceptual basketball tests.

For the launch of Nike + Kobe X, we transformed a historic slaughterhouse from 1933 into ‘The Temple of Deadly Quickness'.

An interactive ground that challenged players to 5 physical, mental, and conceptual basketball tests.

THE IDEA

Inspired by quizzes that the US Air Force uses to select potential candidates, we distilled Kobe Bryant’s Mamba mentality into 5 focused silos. such as agility, stealth-like quickness, accuracy under pressure, reflexes and commitment.

THE IDEA

Inspired by quizzes that the US Air Forces uses to select potential candidates, we distilled Kobe Bryant’s Mamba mentality into 5 focused silos. such as agility, stealth-like quickness, accuracy under pressure, reflexes and commitment.

THE IDEA

Inspired by quizzes that the US Air Force uses to select potential candidates, we distilled Kobe Bryant’s Mamba mentality into 5 focused silos. such as agility, stealth-like quickness, accuracy under pressure, reflexes and commitment.

We used sound effects, projection mapping, floor pads, touch panels, motion sensors, interactive lights, speed recognition, CCTV real-time recording and actors to create a fully interactive environment.

We used sound effects, projection mapping, floor pads, touch panels, motion sensors, interactive lights, speed recognition, CCTV real-time recording and actors to create a fully interactive environment.

We used sound effects, projection mapping, floor pads, touch panels, motion sensors, interactive lights, speed recognition, CCTV real-time recording and actors to create a fully interactive environment.

THE SPACE

Playing with the maze structure of a historic slaughterhouse we created a fully interactive experience where players lost the sense of time and space through concrete stairs, columns and corridors.

THE SPACE

Playing with the maze structure of a historic slaughterhouse we created a fully interactive experience where players lost the sense of time and space through concrete stairs, columns and corridors.

THE SPACE

Playing with the maze structure of a historic slaughterhouse we created a fully interactive experience where players lost the sense of time and space through concrete stairs, columns and corridors.

Interactive areas that put the baller through demanding challenges to see if they were worthy of Kobe’s new shoe..

Interactive areas that put the baller through demanding challenges to see if they were worthy of Kobe’s new shoe..

Interactive areas that put the baller through demanding challenges to see if they were worthy of Kobe’s new shoe.

THE REWARD

Every individual experience was captured by surveillance cameras along the journey and was available for download on mobile phones right after the challenge.

THE REWARD

Every individual experience was captured by surveillance cameras along the journey and was available for download on mobile phones right after the challenge.

THE REWARD

Every individual experience was captured by surveillance cameras along the journey and was available to download for mobile phones right after the challenge.

In addition to winning a 'Deadly Quickness' limited edition ring from Kobe. 

In addition to winning a 'Deadly Quickness' limited edition ring from Kobe. 

In addition to winning a 'Deadly Quickness' limited edition ring from Kobe. 

THE RESULT

The project was a great success. The experience attracted over 650 participants and the viral reach was over 3.2 Million on Chinese social media.

THE RESULT

The project was a great success. The experience attracted over 650 participants and the viral reach was over 3.2 Million on Chinese social media.

THE RESULT

The project was a great success. The experience attracted over 650 participants and the viral reach was over 3.2 Million on Chinese social media.

MEDIA FEEDBACK:

Sports Illustrated: 'Nike's advertising campaign for Kobe X in China is insane'

AdAge: 'Crazy Nike obstacle course takes you through the mind of Kobe Bryant'

Fast Company: "Nike and Kobe Bryant challenge Chinese ballers to A Black Mamba boot camp"

Creativity Online: "Nike & W+K transform Art Space to Launch Kobe X Shoes"

Future Vision: "Inspiration: Nike launches 'Mind of Kobe' obstacle course"

MEDIA FEEDBACK:

Sports Illustrated: 'Nike's advertising campaign for Kobe X in China is insane'

AdAge: 'Crazy Nike obstacle course takes you through the mind of Kobe Bryant'

Fast Company: "Nike and Kobe Bryant challenge Chinese ballers to A Black Mamba boot camp"

Creativity Online: "Nike & W+K transform Art Space to Launch Kobe X Shoes"

Future Vision: "Inspiration: Nike launches 'Mind of Kobe' obstacle course"

MEDIA FEEDBACK:

Sports Illustrated: 'Nike's advertising campaign for Kobe X in China is insane'

AdAge: 'Crazy Nike obstacle course takes you through the mind of Kobe Bryant'

Fast Company: "Nike and Kobe Bryant challenge Chinese ballers to A Black Mamba boot camp"

Creativity Online, Future Vision, Digitalism...

 WATCH THE FULL CASE STUDY < SOUND ON >

 WATCH THE FULL CASE STUDY < SOUND ON >

 WATCH THE FULL CASE STUDY < FLIP TO HORIZONTAL > SOUND ON

AWARDS

ONE SHOW CHINA - Silver - Experience Design

SPIKES ASIA - Silver - Space Design

ONE SHOW CHINA - Bronze - Experiential Cross Platform

ONE SHOW - Merit - Innovation - Environmental / Immersive

SPIKES ASIA - Bronze

GREAT WALL - Bronze

AWARDS

ONE SHOW CHINA - Silver - Experience Design

SPIKES ASIA - Silver - Space Design

ONE SHOW CHINA - Bronze - Experiential Cross Platform

ONE SHOW - Merit - Innovation - Environmental / Immersive

SPIKES ASIA - Bronze

GREAT WALL - Bronze

AWARDS

ONE SHOW CHINA - Silver - Experience Design

SPIKES ASIA - Silver - Space Design

ONE SHOW CHINA - Bronze - Experiential Cross Platform

ONE SHOW - Merit - Innovation - Environmental / Immersive

SPIKES ASIA - Bronze

GREAT WALL - Bronze

Creative Concept: Marula Vaz & Ashley Cheung / Experiential & Interactive: Marula Vaz / Technologist: Ashley Cheung / Space Art Direction: Marula Vaz / Space Design: Fuertes & Cai Producer: Max Wu / CDs: Terence Leong & Azsa West / ECD: Yang Yeo / Copywriter: Jimmy Cheung / Ad Support: Nelson Ng / Design: Kevin Lunsong / Film & Editor: Hiro Ikematsu / Sound Design & Film: EDC / Motion: Angel Fausto / Account Manager: Chuck Xu / Account Executive: Sasa Yang. 

Creative Concept: Marula Vaz & Ashley Cheung / Experiential: Marula Vaz / Technologist: Ashley Cheung / Interactive Space Direction: Marula Vaz / Interactive Producer: Max Wu / CDs: Terence Leong & Azsa West / ECD: Yang Yeo / Copywriter: Jimmy Cheung / Ad Support: Nelson Ng / Design: Kevin Lunsong / Producer: Bernice Wong / Film Case Study & Editor: Hiro Ikematsu / Sound Design & Film: EDC / Motion: Angel Fausto / Space Design: Fuertes & Cai / Account Manager: Chuck Xu / Account Executive: Sasa Yang. 

Creative Concept: Marula Vaz & Ashley Cheung / Experiential & Interactive: Marula Vaz / Technologist: Ashley Cheung / Space Art Direction: Marula Vaz / Producer: Max Wu / CDs: Terence Leong & Azsa West / ECD: Yang Yeo / Copywriter: Jimmy Cheung / Ad Support: Nelson Ng / Design: Kevin Lunsong / Film & Editor: Hiro Ikematsu / Sound Design & Film: EDC / Motion: Angel Fausto / Space Design: Fuertes & Cai / Account Manager: Chuck Xu / Account Executive: Sasa Yang.