NIKE 50th anniversary
Recreating 1999 and 2017 Serena Williams as avatars.
Recreating 1999 and 2017 Serena Williams as avatars.
Nike, together with AKQA studios in Melbourne, Portland and São Paulo traveled back in time to create a match-up between Serena from her first Grand Slam at the 1999 US Open versus her most recent at the 2017 Australian Open.
The goal was to gain insight on how Serena got to where she is today and how she keeps challenging the future.
Machine learning was able to model each era’s playing style: decision making, shot selection, reactivity, recovery and agility based on archival footage.
Creating Serena's Avatars
We recreated Serena Williams in two stages of her life: 1999 and 2017. The avatars were used to represent both Machina Learning models facing each other during the live stream of the game.
We recreated Serena Williams in two stages of her life: 1999 and 2017. The avatars were used to represent both Machina Learning models facing each other during the live stream of the game.
The avatars represented each AI model during the game broadcast. The final renders were stylized to match the sprites extracted from real game footage.
This project was awarded a Grand Prix at the 2023 Cannes
Team
AKQA - Agency
Leone Damião, Luiza Baffa, Luciana Cani, Diego Machado, Hugo Veiga, Gabriel França, Daniel Neme, Bruno Pereira, Anderson L., Kauê Akimoto, Enoch Lui, Teiano Lesa, Stella Gafo, Marilia Alves.
MUSIC
HEFTY
ZEBRA
3D Artist: Guilherme Schneider
3D Fashion Designer: Andressa Castaman
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AKQA - Agency
Leone Damião, Luiza Baffa, Luciana Cani, Diego Machado, Hugo Veiga, Gabriel França, Daniel Neme, Bruno Pereira, Anderson L., Kauê Akimoto, Enoch Lui, Teiano Lesa, Stella Gafo, Marilia Alves.
MUSIC
HEFTY
ZEBRA
3D Artist: Guilherme Schneider
3D Fashion Designer: Andressa Castaman
_______________________________________________________________________________
Follow us at
@zebra3d.studio
Portfolio at
zebra3d.studio
Enquires
@zebra3d.studio
Portfolio at
zebra3d.studio
Enquires
zebra3dfashion@gmail.com
