THE BRIEF
At the Nike HSGP Track & Field event in Toronto, we were asked to create an experience that made high school track athletes from across Canada feel like the elite pros.
THE IDEA
"BREAK TAPES. SHATTER RECORDS."
From the amateurs to the pros, every track event is made up of key moments that pushes athletes to their limits. Moments of adversity, triumph and perseverance. Our mission was to digitally elevate the key moments at this years event and create a responsive ecosystem to broadcast the event in real time across Canada. We hired Nike pro photographers to capture the moments -- before, during and after the event. Before the event athletes took their pro "game face" shots at Varsity Stadium which we heroed across our responsive site Niketf.ca.
During the event we captured and curated all the best moments in a Nike war-room and aggregated the content to the site. Tweets and Instagram pics from athletes and fans were also curated and aggregated on NikeTF.ca. We leveraged large custom digital displays around the stadium to broadcast the live stream of content during the event. After the event we sent out "Rewind" image captures to each athlete that included their game face shot, their team shot and a recap image with a link to relive the event through Niketf.ca.
At the Nike HSGP Track & Field event in Toronto, we were asked to create an experience that made high school track athletes from across Canada feel like the elite pros.
THE IDEA
"BREAK TAPES. SHATTER RECORDS."
From the amateurs to the pros, every track event is made up of key moments that pushes athletes to their limits. Moments of adversity, triumph and perseverance. Our mission was to digitally elevate the key moments at this years event and create a responsive ecosystem to broadcast the event in real time across Canada. We hired Nike pro photographers to capture the moments -- before, during and after the event. Before the event athletes took their pro "game face" shots at Varsity Stadium which we heroed across our responsive site Niketf.ca.
During the event we captured and curated all the best moments in a Nike war-room and aggregated the content to the site. Tweets and Instagram pics from athletes and fans were also curated and aggregated on NikeTF.ca. We leveraged large custom digital displays around the stadium to broadcast the live stream of content during the event. After the event we sent out "Rewind" image captures to each athlete that included their game face shot, their team shot and a recap image with a link to relive the event through Niketf.ca.
We aggregated all content to NikeTF.ca. The site was responsive across desktop, mobile and tablet.
Pre-event Game Face shoot.
Key moments were captured, curated and treated in the war-room before they were pushed to Niketf.ca and heroed across channels.
Aggregated on 20X20 digital billboard at event.
A team of Nike pro photographers captured pivotal moments at the event.
Nike War Room - This is where we worked with a team of art directors and designers to curate, edit and treat content to push to the aggregater in a timely manor.
Post event, each athlete was sent a Rewind image and a URL to revisit all the moments of the 2013 event.
