The task was to create an innovative time trial experience to showcase the new Nike Mercurial Superfly boots, launched at Nike's annual Innovation Summit. The creative idea was to do this by providing event attendees (media, influencers and consumers) with the opportunity to put the new Mercurial boots through their paces, via a developed trial experience as innovative as the boot itself.

Participants stepped into the Mercurial arena, a circular playing field, bordered by a 270-degree digital screen, and completed a football sequence of sprints and dynamic dribbling before taking on the goalkeeper wearing the Superfly boots. Their experience was captured there and then and edited into a short film for them to post on social media.

There's no substitute for experiencing innovation first hand and this project meant that people could physically engage with Nike products in a truly unique way and share their experience with the world instantly.

The experience was implemented through live screen content, lighting and sound, all of which reacted to trialists' speed and performance in real time during the experience.

Afterward, each participants' time populated a global leaderboard, and each received a personalized film of their trial combining innovation storytelling, campaign attitude and personal flare for a completely unique sharable, social asset.

The location of the event was at Printworks London and the experience took up 25 x 25 square metres. The arena was surrounded by a 4.5 metre LED wall featuring 270 degrees of evocative motion graphics including a giant digital cheering crowd and an iconic cheetah to inspire the event attendees and encapsulate the explosive energy the Superfly boot embodies.

Ultimately, the process for the participant was to register for the experience by having a portrait photo taken and forwarding on personal information as part of a wider onboarding initiative. They then put on the Superfly boots and began the Time Trial which invited the participant to dribble round a series of projected hotspots as quickly as possible, take on a digital defender and then score against a real goal keeper.

Whilst this was taking place, there was a live shoot featuring six cameras which captured the entire process. The footage was then edited immediately and intermixed with each individual's photo and some pre-rendered digital imagery.

Across the two day event the team created over 120 social films, resulting in hundreds of attendees posting their personalised asset on social media, alongside Nike's endorsed famous athletes, causing an online sensation, extending the reach of this exclusive event.