Concept:
To promote Nike’s “By You” shoe customization feature, we created a unique, gamified experience that blends the thrill of arcade gaming with the excitement of personalized design. The pitch integrated Nike’s customization service with a dystopian-themed online, mobile, and in-store arcade game. Players controlled a cyberpunk bunny navigating a pixelated retro world, unlocking tools to design their own unique shoes. High scores rewarded participants with exclusive prizes, including discounts and limited-edition items. The campaign also featured a striking arcade cabinet, designed for retail locations and pop-up events, combining nostalgia with Nike’s forward-thinking innovation.

Design:
The game’s design embraced a bold, cyberpunk aesthetic, with vibrant colors and retro elements. The pixelated world set the stage for players to customize and interact with Nike shoes, seamlessly integrating the brand’s “By You” experience into the game mechanics. The arcade cabinet was designed to capture attention, blending the physical and digital worlds, and was placed strategically in Nike retail locations to maximize foot traffic. The game’s interface was intuitive yet challenging, encouraging players to explore the full range of Nike’s customization options while earning rewards along the way.

Challenges:
One challenge was creating a game that balanced accessibility with depth, ensuring players of all skill levels could engage while also incentivizing experienced gamers with complex customization features. Another challenge was aligning the game’s retro aesthetic with Nike’s modern, innovative brand identity. The design needed to evoke nostalgia but also reflect Nike’s cutting-edge approach to both fashion and technology.

Vision:
The vision behind this concept was to create an immersive, interactive experience that not only showcased Nike’s shoe customization possibilities but also elevated brand engagement. By combining storytelling, gamification, and exclusive rewards, the campaign aimed to drive deeper connections with Nike’s audience while reinforcing the brand’s focus on innovation, creativity, and personalization. The ultimate goal was to inspire customers to “Design Your Future” through Nike By You, offering a unique way to express individuality while participating in a fun, rewarding experience.