NIKE / OWN THE FLOOR
AR (2021)
For its first-ever global dance initiative, Nike partnered with visionary choreographer Parris Goebel on a campaign titled 'Own The Floor'. Championing the grit, drive, and talent instrinsic to dance.
“Own The Floor is us opening our arms to the world. Inviting everyone to own their floor. To me that means owning your story, owning your identity or your style, owning the way you move, and being unapologetic about it.” — Parris Goebel
An AR extension was developed as an interactive replica of the campaign's core content piece. Available in three colors——red, blue and gold——the effect is applied with a VHS-treatment and features a color-trail that perpetually reacts to the user's movements.
Choreography / Parris Goebel
Music / UNIIQU3
Creative Direction & Production / Something Special Studios
AR Development / Helena Dong
▶ Try Own The Floor
AR (2021)
For its first-ever global dance initiative, Nike partnered with visionary choreographer Parris Goebel on a campaign titled 'Own The Floor'. Championing the grit, drive, and talent instrinsic to dance.
“Own The Floor is us opening our arms to the world. Inviting everyone to own their floor. To me that means owning your story, owning your identity or your style, owning the way you move, and being unapologetic about it.” — Parris Goebel
An AR extension was developed as an interactive replica of the campaign's core content piece. Available in three colors——red, blue and gold——the effect is applied with a VHS-treatment and features a color-trail that perpetually reacts to the user's movements.
Choreography / Parris Goebel
Music / UNIIQU3
Creative Direction & Production / Something Special Studios
AR Development / Helena Dong
▶ Try Own The Floor
Demo video / Parris Geobel, Nike