Nike Football:
Gamekillers
Gamekillers was a huge seasonal campaign for Nike Football that spanned athlete storytelling, boot launches, reactives and social media content. It looked at the game through the lens of a video game called ‘GameKillers’, leaning into the vernacular, motifs and behaviours more commonly associated with gaming not football.
A lot of work, but a lot of fun.
Each athlete had a suite of reactive content
to goals or achievements.
From launching new players into the game
to launching player edition product
100s of video and still assets were created for Nike athletes to respond to the pulse of football. For example, Rashford scored a decisive penalty for United Vs PSG in the Champions League and instantly a corresponding reactive clip hit social…
It was also pre-emptive content too - big games and games featuring our biggest athletes were hyped and given the GameKillers treatment.
All athletes had 8 bit gifs created for them, available via Giphy
2019 // AKQA London
Concepts: Me & Albert Pukies
Art Direction: Albert Pukies
Design: Barry Slater
Creative Direction: Me