Nike Write Your Future
This was an exciting and challenging project to work on. To make it happen we worked with agencies W+K and AKQA, motion graphics experts Mainframe, developers Lifelike, and 3D avatar service Digimi.
Essentially, the user can upload an image or use their web cam to transform them self into a footballer and see a film chronicling their rise, fall and eventual triumph.
We shot new scenes, including with some Arsenal stars, created motion graphics sequences and reused some shots from the TVC to construct the film. We then motion tracked all the scenes in order to map the user’s face and name onto the film. Users who connected with Facebook also saw their friends at certain points.
The Digimi service creates a 3D avatar from the user’s photo. This is what made it possible to apply different textures and morphs to the user’s image so we were able to make them look sad, happy or even like a statue. We built a small app that worked with the Digimi API in order to get the right expressions, angles and lighting effects for each scene.
Eyal from Digimi posted a video showing the user journey and resulting film:
http://www.youtube.com/watch?v=uiq02wyt0Hk
