WHEN ‘JUST DO IT’ TAKES THE SELFIES. In the summer of 2016, right after redefining 'Just Do It' in China, Nike wanted everyone in the country to own the JDI spirit. That's why we transformed sports hot-spots across China into interactive photo opps. How? Traditionally camera shutters are released by timer, pressure valve or even the subject's smile.
Now your jump, your shot, your move, your run become the trigger as we installed motion sensors on hoops, skate ramps, workout modules or along popular running routes. Once motion was detected, a series of bullet time portraits was shot - ready for scan and share via WeChat.
Produced for Nike at W+K in Shanghai, China.
JDI BEIJING X DONGDAN
Beijingers love to brag. Even more so on prestigious court #1 at ‘Dongdan’. It’s here where they play the best streetball in the country.
Our weeklong event gave kids the tools to not just brag but have the suitable visual to go with it. Every dunk, shot, alley-oop or fadeaway became a bespoke no-cost keyvisual for the Swoosh.
The JDI shutter trucks then toured on to cover more cross category ‘Just Do It’ across China.
Concept | Art Direction