PHENOMENAL
SHOT

CREATIVE / ART DIRECTOR
NIKE / GOOGLE / GROW

SUMMARY

Creative and art direction for Nike’s World Cup browser and app experience, blending stylized 3D character work with real-time WebGL.

I led the design of the visual language, production design, and custom pipeline that transformed spectacular World Cup goals into interactive 3D scenes users could customize and share within hours of the match. The project ran globally during the 2014 World Cup and became one of Nike’s most awarded digital campaigns with 2 million+ engagements

TYPE

Global Campaign Companion
Interactive Experience

WHAT I DID

Creative Direction
Experience Direction
Visual Development
Art Direction
Production Design

AWARDS

Webby Awards – Integrated
One Show – Cross Platform
Cannes Lions – Titanium
Cannes Lions – Integrated

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CAPTURING THE WORLD CUP

Nike wanted a digital extension of Risk Everything that could keep up with the World Cup in real time. Goals needed to be captured, rebuilt in 3D, and pushed live to millions of fans within hours, while still meeting Nike’s visual standards and running smoothly in a browser.

I led the creative and art direction for the browser and app experience. I defined the visual language and production design, directed lighting and texture treatments, and worked with Passion Pictures to bring posed characters into WebGL. I also designed a custom pipeline that balanced fidelity and performance, making it possible to deliver new 3D goal recreations almost instantly after matches.

The experience reached over 200 countries and drove more than two million engagements. Goals were recreated and shared within a 10-second turnaround pipeline. The campaign earned top honors including Cannes Lions (Titanium and Integrated), Webby Awards (Integrated), and One Show (Cross Platform).

CAPTURE 1
CAPTURE 2
CASE STUDY VIDEO
LINKS
AND SO

This project showed how far you can push browser-based 3D under real-world pressure. With Nike’s expectations, a global audience, and a World Cup timeline, we had no choice but to build a pipeline that was as fast as it was beautiful.