Nike Air Max DN at the MSG Sphere
Doing the impossible with XR for Super Bowl weekend
Client
Nike
Platform
Snapchat / Lens Studio
Nike brought Max - the Air Max Alien - to the Super Bowl with a new campaign to celebrate the release of the Air Max DN. plai took this a step further by doing the impossible - making the iconic MSG Sphere disappear.
Using machine learning based recognition tools and augmented reality, plai created a Snap Lens which first recognised the MSG Sphere, and then made it seemingly disappear, to be replaced with a celebrating Max. The effect worked in all different light and weather conditions. The result was a never before seen way for the brand to own the now iconic landmark (complementary to the Air Max DN ads which were running on MSG Sphere across the Super Bowl weekend).
For fans outside of Vegas, plai developed a Snap Lens that could be used anywhere which served as an extension to the MSG Sphere ad creative. The Air Max DN appears inside a gacha capsule before being released and then filling your space with hundreds of other fun-filled toys, each with their own unique interactions. This was built with an enhanced level of world meshing - no matter what environment the lens was used in, the objects would fill spaces, get occluded behind real furniture in the environment, and tumble and roll around with realistic physics. Flipping the camera shows Max on your shoulder for the perfect selfie.
The experience was further extended into Nike retail outlets, where scanning different objects in store would reveal Max.
By using the latest XR tools we can develop experiences which tell campaign stories in more exciting and immersive ways than ever before.