CR7: Out of this World

Nike

We collaborated with Nike, W+K London and Tomek Bagiński to showcase Cristiano Ronaldo’s new Mercurial Superfly CR7 boot, on an explosive journey to El Clásico.

Bagiński’s animation crash lands into a distinctive photo-real world which reflects the style of a global comic book.

The CR7 motion-book plays on Instagram’s 15 second film functionality, teasing fans with shareable content in the run up to El Clásico where Cristiano debuted the new boots.

Each tile acts as a short film designed to entertain and intrigue users into watching to the next. The seven frames work together in succession utilising Instagram’s native scroll to uncover the spectacular narrative. Users are able to view the content in bite sized episodes, or all at once, rather than having to wait for the next installment.

Originally released on Ronaldo’s Instagram account to more than 9.2 million followers, the content also lives on the Nike Football Facebook page, the Nike Football App, and is also celebrated on the Nike Football YouTube Page.

Within the first two days of launch, CR7 motion book had a combined interest of 10 million viewer impressions across Facebook, Instagram and YouTube.

Credits

Wieden+Kennedy

  • Agency

Tomek Bagiński

  • Director

Platige

  • Post Production