Taking the spirit of the House of Innovation, we turned the streets of Paris into a virtual playground. Web-based augmented reality without the need to download an app, unlocked exclusive drops, limited-edition merch, and experiences across Paris.

Across the city, Parisians converged. At the flagship store construction site they unlocked guestlist passes. At Parc Des Prince, Stadium fans hustled to get Mbappe’s boots. At running tracks, fans were given a chance to race with their idols. All through their phones and Nike app.

At Parisian basketball sports grounds, VIP All-Star game tickets were unlocked. Even at the iconic Pigalle basketball court, an augmented reality manual unlocked the court for all.

The project required me to work closely with Nike Europe, Ill Studio, and Stéphane Ashpool to push the creative direction as well as understand the challenges of web browser AR supported by 8th Wall technology. During the creative development stage, I collaborated with Artificial Rome, the Berlin-based AR specialists and in-house B-Reel developers to make sure the outcome was visually impactful but stable and scalable at the same time. Despite being a tech-driven project, I went back to basics and produced detailed storyboards for all of the AR experiences, which was incredibly satisfying.