THE BRIEF
At the Nike HSGP Track & Field event in Toronto, we were asked to create a concept and experience that made high school track athletes from across Canada feel like elite pros.
THE IDEA
BREAK TAPES. SHATTER RECORDS.
At the Nike HSGP Track & Field event in Toronto, we were asked to create a concept and experience that made high school track athletes from across Canada feel like elite pros.
THE IDEA
BREAK TAPES. SHATTER RECORDS.
This year's track event presented a unique opportunity to amplify the triumphs, setbacks, and moments of grit that define every athlete's journey. Our mission was to craft a seamless digital experience that would bring these moments to life, both in-stadium and across Canada.
To achieve this, we established a Nike war room at the stadium, where our team captured and curated every moment of the event in real-time. We then broadcast this content to custom digital displays throughout the stadium, creating an immersive experience for athletes and spectators alike.
To further enrich the narrative, we enlisted a team of Nike pro photographers to document every aspect of the event, from the pre-competition "Game Face" shots at Varsity Stadium to the thrilling moments of triumph and heartbreak. We showcased these images on (link unavailable), alongside a curated feed of tweets and Instagram posts from athletes and fans.
Throughout the event, our large-format digital displays streamed this dynamic content live, generating a palpable buzz throughout the stadium. And after the final whistle, we sent each athlete a personalized "Rewind" package, featuring their Game Face, team shot, and a recap collage, complete with a link to relive the highlights
recap video
We curated and aggregated all content to NikeTF.ca in real-time.
Pre-event Game Face shoTs and design templates shared with the athletes.
Key moments were captured, curated and treated in the war-room before they were pushed to Niketf.ca and heroed across screens in the stadium.
We designed and built a 20X20 digital billboard at event to aggregate LIVE social content.
A team of Nike pro photographers captured pivotal moments at the event.
Nike War Room - This is where we worked with a team of art directors and designers to curate, edit and treat content to push to the aggregater in a timely manor.
Post event, each athlete was sent a Rewind image and a URL to revisit all the moments of the event.