The project

Nike wanted to launch the Invincible 3 with a campaign that made people feel the shoe before they ever touched it. The idea was simple: put the marshmallow-like sole on 3D anamorphic screens in London and Berlin and let it burst out of the screen at passers-by.

My role

Working as senior 3D artist at Pixel Artworks alongside a creative lead, I developed the concept and led the full animation. The result was a 10-second 3D anamorphic piece built to pop off large-format DOOH screens in two major cities.

The result

The campaign ran across 10,000 screen takeovers in London and Berlin, leaving what the team called a lasting footprint for the Invincible 3 launch.