Nike: The Film Room – R/GA – 24.061

At the inaugural World Basketball Festival, a four-day celebration of the performance and culture of the game held at Harlem’s famous Rucker Park, Nike let kids practice and learn signature moves from NBA pros. Players Kevin Durant, Rudy Gay, Andre Iguodala, and Deron Williams were on site at the specially-built Film Room to improve the children’s technique.

Using a combination of green screen technology, HD cameras, and a custom-built computer programme to analyse footage, The Film Room deconstructed the kids’ movements frame-by-frame, second-by-second, separating the player with the ball from the background.

After performing their move, players were presented with their very own personalised, 18 × 24″ Nike poster starring themselves in action. The experience was also captured on film with the custom video of the participant uploaded to their Baller’s Resumé, a new feature on the Nike Basketball website that allows players to store photos and videos of their game to share with friends, players, and coaches.

Nike Film Room gave kids an experience they would never forget and their very own Nike poster to take away.


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