Nike was launching their new Nike Tech Pack collection, designed specifically for hardcore athletes, and which epitomized the future of movement. But how do they demonstrate just how tech-forward the collection is? It had to be more than your typical ad campaign—we had to let athletes experience it for themselves.
We worked with Nike & Snapchat to create the world’s first-ever body tracking lens. It allowed us to track moving graphics to the position of the user in the camera capture. The experience actually involved three layers: The base live stream video layer, the 3D animation layer that added in the graphics tracking to the athlete’s body movements and a grid-like blue tint to layer on the Tech Pack branding.
Users were able to claim their lens through a series of promotions or by messaging Snapchat and requesting it, making the experience feel exclusive. And of course, they could view the new Tech Pack collection through a direct link to the Nike site.
Nike and UNIT9 created an innovative, world-first solution for the launch of Tech Pack. And as athletes everywhere raced to try the first-ever body tracking lens, it proved to be the perfect filter for the future of movement.