For March Madness 2013, we setup a social response lab and constructed a series of roughly 40 visual metaphors in real-time that celebrated each Nike team victory. The metaphors were based on team performance and released immediately after each team win via Nike social channels.
Concept
Creative Direction
Design
We had a global team working on the designs around the clock including: R/GA NYC creatives Rasmus Wangelin, Felipe Ferreira, Joe Johnson, Alvaro Masa, Andy Wong and Mariola Bruszewska. Design and illustration studio ILoveDust based in the UK and freelancers Chuck Anderson in L.A and Tommy Korad in Thailand.
