Next, a UK retail heavyweight, has a strong retail partnership with Nike, which contributes significantly to Next’s revenue stream. Next aimed to solidify their valuable partnership with Nike by enhancing their online marketing efforts. Future Figures were brought in to create effective promotions of Nike shoes for Next’s online platform with the intention of enticing customers and driving shoe sales.

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Approach.

We explored several avenues for how we might best approach a creative campaign to achieve the desired sales drive. One strategy would involve filming the Nike shoes against a green screen backdrop, allowing us to key out the products and create custom backgrounds in post-production. However, we felt this wouldn’t allow us to sufficiently showcase and highlight the shoe’s design. Instead, using 3D photogrammetry scans we were able to create highly accurate digital models of the shoes; giving us greater flexibility to immerse them in bespoke virtual environments and enabling dynamic animations to communicate the shoe’s core design elements and performance potential.

Outcome.

We produced videos for three styles of shoes, each is exhibited in a bespoke environment built upon design cues from the Nike shoes. Rays of light spilling into a dark room, retro colour courts and lights woven with Nike’s Flyknit threads. The use of 3D photogrammetry scans allowed for greater creative expression and flexibility in presenting Nike's footwear offerings, ensuring a compelling and visually engaging online marketing campaign.

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Rays of light spilling into a dark room, retro colour courts and lights woven with Nike’s Flyknit threads.

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These assets strategically captured the attention of potential customers; ultimately contributing to increased sales and strengthening Next’s partnership with Nike.