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The NEW Category
Entrant: R/GA, New York
"The Film Room"
Media Type: Ambient, Live Events, Outdoor/Poster
Corporate Name of Client: Nike
Agency: R/GA, New York
Chief Creative Officer: Nick Law
Executive Creative Directors: Taras Wayner/Noel Billig
Creative Director: Tim Allen
Associate Creative Directors: Colin Kim/Jason Hoff
Art Director: Saulo Rodrigues
Agency Producer: Nigel Goodman
Interactive Designer: Xavier Gallego
Events Producer: David Fuller
Technical Creative Director: Josh Balik
Technical Director: Vincent Dibartolo

Basic description of the project:
Nike set out to teach today’s signature basketball moves to the next generation of young basketball hopefuls. We were tasked with designing an experience that gave aspiring players a hands-on education on the court. We created The Film Room: part court, part green screen, 100% education. Using a combination of green screen technology, HD cameras, and a custom-built algorithm to analyze the footage, The Film Room deconstructed the kids’ moves, separating the player with the ball from the background. After performing their move, kids were presented with their very own personalized, 18 x 24” Nike poster starring themselves.

LIA 2011©

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