NIKELAND:
Nike FC World Cup 2022 Campaign
Challenge
To celebrate the future of football and the 2022 World Cup, Nike challenged us to create a custom game.
Approach
Collaborating with the Nike Brand Experience and Nike Kids teams, we set out to reimagine football for a Roblox audience. This led to the creation of the NIKELAND Cup Clash—a game of fantastical, outrageous football chaos.
Solution
We then created a playful, larger-than-life, immersive Nike footballverse to play the game in, Designing everything from the stadium to the NPC mascots. The game was then launched with a comprehensive campaign, featuring social media assets, out-of-home placements in NYC, LA, and Amsterdam, and a gameplay trailer to introduce the experience.
Imagining the Footballverse
After initially defining the gameplay, we focused on designing the look and feel of the game. This included architecting the player journey, developing materiality and lighting, providing brand guidance, and creating concept sketches for the stadium and surrounding world.
Adding character
To help bring the game to life and add a little ‘kidvision’ to launch our campaign, we created a line-up of mascots for the Nike team to leverage across their marketing efforts.
Bringing The Game To The World
To invite the world to play, we created social assets, out of home placements for NYC, LA, and Amsterdam, and a gameplay trailer to launch the experience.
