I worked on the Nike Bleed Blue Tunnels campaign, as part of this agency called Adverb Inc. and it was a build up to a Tri-Series Cricket Tournament which Team India was a part of. The project was a collective effort of the entire Adverb team, and I was responsible for conceptualizing and managing the project from start to finish.
The concept of the project was to introduce interactivity into a Youtube video, which was a commercial shot for Nike with the Indian Cricket team.
The idea was to split the commercial into 3 parts, and include interactive detours (or Tunnels as we called them) in the video.
These tunnels would then lead the user into three different activities, where they can -
1. play a small game,
1. play a small game,
2. view player details and
3. interact with a 3D model of the jersey of the Indian Cricket Team.
I could not get the final video uploaded here for some reason, but I have uploaded screenshots and gifs and some process work. Sadly, the campaign never ran, because the team could not make it to the finals.
Initial Youtube Channel Design.
Tunnel 1: Kick-start Your Body
This was a small time-limit game, which let the user pack their own cricket kit bag from a list of items scattered in a bedroom.
The idea was to pack 8 to 10 items lying around in a young cricketer's bedroom, within a time limit of 30 seconds. There were two types of challenges within this game - one was a training kit, and one was a match kit, and the items differed based on the one that the user picked.
The main aim was to showcase the Nike Cricket products through this game, and keep two levels of fast-paced challenge for the user to interact with, something that he/she could keep getting back to.
(I have included a gif of the sequence below)
Bedroom Screenshot for Tunnel 1 (items scattered around)
GIF sequence for Tunnel 1.
The user is seen choosing between 'Get To The Nets' and 'Go To The Crease'
and depending on the choice, the list of itmes changes, and the user is seen picking each one up,
within the 30sec time limit, and at the end the final score is displayed,
with an option or Rematch or getting back to the TVC.
There is an additional button to share your score on your Facebook Page.
The user is seen choosing between 'Get To The Nets' and 'Go To The Crease'
and depending on the choice, the list of itmes changes, and the user is seen picking each one up,
within the 30sec time limit, and at the end the final score is displayed,
with an option or Rematch or getting back to the TVC.
There is an additional button to share your score on your Facebook Page.
Tunnel 2: Earn Your Blue (Training Video)
The second tunnel was a video that played once you chose the 2nd tunnel option from the main TV Commercial. This video was of the Indian Cricketers training and their net practice, and within this the user could pause the video by clicking on a player's name, and view details about him.
The idea here was to get the user to follow the name on the screen, while the video was playing, and click on it to reveal information about the chosen player, showcased through text and a layered animated effect.
The idea here was to get the user to follow the name on the screen, while the video was playing, and click on it to reveal information about the chosen player, showcased through text and a layered animated effect.
(GIF below explains the interactivity better)
Screenshot of Training Video.
Early rendition of Player stats with a layering effect (here displayed on Irfan Pathan).
GIF showing how the Player Name appears (in this case Kohli),
and how the video pauses to show details, and the layered animation effect.
and how the video pauses to show details, and the layered animation effect.
Tunnel 3: The Jersey
This tunnel would appear towards the end of the TV Commercial, and it would lead the user to a page showcasing the newest Nike Jersey worn by the players of the Indian Cricket Team (in a 3D model format),
and the user could interact with it, rotate it, see details, and read the features displayed all around the jersey in the form of interactive text.
The idea here was to again showcase the Nike Jersey in its full glory, and use 3D interactivity to give the user a fully detailed experience of the jersey. In addition, the user had options to go back to the TVC, or to go to a Store Locator, where they could find and purchase the same jersey.
There was also a button to share shots of their interactive experience onto their Facebook Page.
(GIF shown below explains the movement of the 3D Jersey)
and the user could interact with it, rotate it, see details, and read the features displayed all around the jersey in the form of interactive text.
The idea here was to again showcase the Nike Jersey in its full glory, and use 3D interactivity to give the user a fully detailed experience of the jersey. In addition, the user had options to go back to the TVC, or to go to a Store Locator, where they could find and purchase the same jersey.
There was also a button to share shots of their interactive experience onto their Facebook Page.
(GIF shown below explains the movement of the 3D Jersey)
Screenshot showing the Nike Jersey, placed on a new (and closer to final) Youtube Channel Design.
Screenshot shows a zoomed-in detail of the Nike Jersey.
Also, buttons of the left take the user back to TVC, or to a Store Locator,
or gives them the option to share their experience on Facebook.
Also, buttons of the left take the user back to TVC, or to a Store Locator,
or gives them the option to share their experience on Facebook.
Early Model of the 3D Jersey, showing how the text would look all around it.
GIF shows how the 3D Jersey would rotate,
and how the text would rotate according to the jersey's movement.
and how the text would rotate according to the jersey's movement.
Note: All the video and photo content, and the products showcased here are all property of Nike under copyright. The ownership of the project belongs to the Adverb Team and myself.
