Xuhao Yuan

Nike: Win On Air in Singapore

“We wanted to portray the athletes in their most iconic moments, at such a scale and with such energy that the audience felt like they were standing before sporting Gods. When the crowds cheered and kept coming back, we all knew we had achieved something special. Nike and BBH were great partners on this journey – to have created such a standout experience for them was truly a childhood dream come true.”

Simon Wood, Executive Creative Director

The background

To celebrate the next generation of Nike Air, we were tasked with creating a large-scale projection stunt at the Nike Orchard Road flagship store in Singapore. The Win on Air campaign aimed to shine a spotlight on the achievements of three champion athletes: Sha’Carri Richardson, Kylian Mbappé, and Victor Wembanyama, all champions who rely on Nike Air technology.

The execution

To bring the campaign to life, we recreated the three iconic athletes using photorealistic CG and cutting-edge AI motion capture techniques. The resulting 60-second animation transformed the building’s 15-meter glass facade into a stunning canvas. Two 6 x 4-metre Hologauze screens flanked the scene alongside the main projection, showcasing additional campaign messaging and complementary visual effects.

The launch event drew in media, running enthusiasts and customers alike and was repeated every half an hour during the store’s evening hours. The event kicked off with a dramatic power-down sequence, plunging the store into darkness. This was followed by a bright light show and a soundtrack that filled the entire space. Athletes were introduced individually, initially arriving in hologram form projected onto the Hologauze at the side, then transitioning into the centre of the building in a 3D deep screen view. Finally, the store powered back up and customers were allowed to re-enter the store.

The results

This wasn’t just a product launch or an athlete showcase; it was an experience designed to create a lasting impression and forge a powerful connection between Nike Air technology and the achievements of these champion athletes.