Project Overview
Nike invited us to unveil the highly anticipated Air Jordan XXXV during a year when physical events were impossible. The challenge was to recreate the energy of a product reveal, and pay off months of hype, through a fully digital experience.
We created a bespoke launch platform that hosted the live-streamed unveil and featured exclusive AJ XXXV content, including an AR preview of the shoe and animations starring top (W)NBA athletes. To extend the moment, we designed personalized “GIFts” for press invitees, rendered in the same futuristic visual style as the unveil.
My Role
Creative Lead: Digital Experience, Creative Direction & Livestream Strategy
I defined the creative direction for the website and AR experience, and shaped the livestream strategy and overall launch flow.
Responsibilities
Strategy
Developed the livestream concept and audience journey for the digital reveal.
Defined communication themes and engagement moments that built anticipation.
Shaped the strategic approach to replace an in-person hype event with a premium online experience.
Creative Direction
Led creative direction for the launch website and AR shoe preview.
Guided designers, animators and developers to create a cohesive visual identity and interaction design.
Oversaw the creation of athlete-featured animations and personalized press “GIFts.”
Production Direction
Partnered with livestream producers, technical teams and digital developers to ensure creative fidelity.
Supported testing and refinement of AR functionality, animation workflows and the broadcast environment.
Ensured seamless alignment between the livestream, digital assets and overall creative vision.
Connect the Future
In the event ‘Connect The Future’ I’ve presented and talked MediaMonks clients through the most important aspects of this project, together with our CEO Victor Knaap.
Impact
Delivered a high-energy digital launch that matched the hype of a physical Jordan event.
Enabled global participation and media engagement through a premium, unified experience.
Elevated the storytelling around the AJ XXXV through AR, athlete-driven content and cohesive digital design.
