Phenomenal Shot shows Nike’s greatest athletes in moments of unpredictable brilliance. Just seconds after a Nike athlete had a big play on TV, we pushed immersive 3D display ads across Google’s global ad network. We captured the sport’s greatest players in their most celebrated moments and at the height of the conversation, then let fans share their perspectives—all in an immersive 3D experience. The customizable artwork extended Nike’s blockbuster “Risk Everything” online animated film, giving fans and athletes a way to make it their own.

Ads ran during the World Cup to celebrate real-time moments, and over two million fans from 200 different countries engaged with the Phenomenal Shot experience, creating over 500k remixed moments to share with their friends. Speed and scale of deployment was unprecedented, as when Brazil’s Neymar Jr. scored two goals in the first half of the Cameroon match, or when USA’s Tim Howard had a series of incredible saves versus Portugal. In both cases, we were able to deploy those moments within 10 seconds, and were running across the web where fans would be participating.

As football’s greatest players took center stage, fans around the world would be watching live in record numbers, with second screen devices close at hand. For football-obsessed teens, “Did you see that?” moments would become the must-have, real-time currency of the web.