Project info
Agency
OMM
Year
2024
Technology
Unreal Engine, Unity, MoveAI, Zed 2
Role
Tech lead
Creating motion-capture driven experiences for multiple Nike stores during the 2024 football Euro Cup, displaying the unique material qualities of the DRY-FIT kits.
Problem
Solution
Problem
Nike partnered with OMM to craft two standout immersive retail experiences that brings their latest product innovation to life, allowing consumers to explore the cutting-edge features of their football team kit’s new Dri-Fit ADV material.
This was part of their marketing campaign for the football Euro Cup 2024. These experiences needed to be rolled out to multiple flag-ship Nike stores in Europe; London, Paris and Berlin.
The main challenge for this project was developing both experiences within a hard deadline. Both experiences had to be made and shipped to multiple locations within the space of a few weeks.
Solution
We started with an initial discovery phase whereby we mapped the possibilities, limitations and costs for a varied range of motion capture solutions, we settled on using two sets of technologies. The first experience used Unreal Engine and MoveAI, while the second experience used Zed cams and Unity. We had a separate team working on both experience, so we could use the available talent the best way possible.Process
This is a rough outline of the process I lead for this projectPreview
Keep you cool
Created in Unreal Engine and utilising the MoveAI motion tracking system, the experience encouraged consumers to step into a tunnel where they transformed into a glowing orange avatar displayed on an LED screen. This avatar tracked every movement seamlessly, shifting from warm to cool as users navigated the interaction zone, vividly showcasing the cooling properties of the Dri-Fit ADV material.
Keep you dry
Upon entering the tunnel, consumers encountered a close-up representation of the national kit covered in moisture. By waving their arms within the interactive zone, the Dri-Fit ADV’s moisture-wicking properties were dynamically revealed in real time through the use of Zed cam motion tracking.Lesson learned
By creating a tight process and doing the needed preparation work, its possible to deliver innovative and creative immersive experiences in a short timeframe. Projects
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