NBA All-Star Weekend Nike Activation

The National Basketball Association All-Star Weekend is a weekend festival held every February during the middle of the NBA regular season that consists of a variety of marketing events, exhibitions, and performances culminating to the NBA All-Star Game.

Developing an Interactive Brand Experience

We collaborated with The Nike Jordan Brand to highlight their presence on their most visual social channel, Instagram, in order to drive traffic to their event spaces for unique opportunities to engage and interact with The Nike Brand and products.

Live Event Video Production

The original creative event production incorporated motion capture of four NBA All-Stars to project holograms of their likeness and signature moves for an interactive brand experience and training simulation. Two out of the four NBA stars were dealing with injuries that year which kept us from capturing them as planned.

Thanks to Nikes’ partnership with 2KSports, we were able to work alongside the NBA2K team using their video game as the medium to animate and capture the content needed to choreograph the holographic performances which was then composited, rendered, and utilized to project the life-sized holograms of the athletes’ avatar on-stage.

Interactive Event Technology

With some research and development, the team applied customized RFID technology to program individual experiences for the attendees based on the Nike Shoe they wore upon entering the Holographic Flight Experience.

Once participants completed the training session they were then transformed and projected as a live hologram on stage, alongside the NBA All-Stars, which was then captured and posted on Instagram using #takeflightNOLA.

Creative Event Production

The interactive brand experience and training simulation was a considerable success based on the social engagement and impression analytics from the event posts, which solidified the amplification of the activation.

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