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Foot Locker Drops Gatorade AJ1 Augmented Reality Unboxing Experience

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Created by BBDO NY, the Snapchat lens filter is one of the most advanced yet and will allow users to take the new sneakers for a walk in their own homes

Foot Locker Drops Gatorade AJ1 Augmented Reality Unboxing Experience
This Christmas Day, Foot Locker is unveiling a first-of-its-kind Snapchat Lens that might just be the best present any sneaker head gets this year.
Usually, only a few privileged sneaker influencers get to unbox new sneakers before their release date.

But in the first ever AR unboxing experience, created by BBDO New York, Foot Locker is letting every sneaker head unbox the eagerly awaited new Gatorade AJ1’s before they drop on 12/26.

The innovative lens - the most complex world lens to date - will allow users to explore the new sneakers in 3D, take them for a walk (and dance) in their living room, and find fun hidden extras, like a basketball hoop. By tapping into the unboxing phenomenon, Foot Locker has turned a product demo into a highly shareable experience that is rooted in sneaker culture.

The lens will be available to Snapchat users beginning on Christmas Day and through 1/7. 
In addition to the Snapchat lens, Foot Locker is also releasing a new :60 second film running on both TV and social, as well as three :10 second Snapchat and Instagram story ads.
The spot features NBA star Kawhi Leonard. Kawhi is one of the best basketball players in the world, but he tends to let his game do the talking. Off the court he’s a man of few words and unlike most of his superstar athlete peers, he has virtually zero social media presence.

Kawhi might seem like a surprising choice to promote such a loud shoe, but in this new spot from Foot Locker we see that there’s a side of Kawhi that he just hadn’t shown the world (hitting switches in the lowrider, in the studio with Nip$ey Hussle, breaking it down in the dojo, late night DJ sets in the club, etc.). At least not until he had sneakers bold enough to bring it out. And he’s not just sharing a new side of Kawhi in this spot, he’s sharing it on social media. Which is something the Kawhi we all thought we knew would never do.
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Executive Producer: Rob Browning

Mix: Tom Jucarone

Original Composition: Nipsey Hussle

Producer: Alicia Rodgers

Record Label: Akm Productions

Sound Design: Sound Lounge

Sound Production: RedPipe


Edit Assistant: Theo Mercado

Edit Company: Work Editorial

Editor: Adam Robinson

Executive Producer: Erica Thompson

Producer: Chris Delarenal

Post Production / VFX

2D Artist: Margolit Steiner Jacob Slutsky Y

Conform & Edit Assist: Daniel Morris

Executive Producer: Charlotte Arnold

Finish: Blacksmith

Producer: Alexandra Lubrano

Roto: Trace Vfx

Telecine: Co3 - Sofie Borup (Artist)

Telecine Producer: Alexa Mauro

VFX: Blacksmith

VFX Producer: Alexa Mauro

VFX Supervisor: Daniel Morris

Digital Production Company

3D Artist: Daniel Wallström Samuel Lundsten Piotr Adamczyk

Backend Developer: Fredrik Lindakl

Digital Production: North Kingdom

App/Digital Production: Footlocker AJ 1’s Snapchat AR Lens

CEO : Roger Stighall

Chief Operations Officer : David Eriksson

Production Company

Director: Jonathan Augustavo

DOP: Erik Sholstrom

Executive Producer: Matt Factor Shelly Townsend

Producer: Brian Quinlan

Production Designer: Bruce Curtis


Advertiser: Foot Locker

Creative Agency

Account Executive: Christian Martinez

Business Affairs Manager: Heather Weissman

Chief Creative Officer: David Lubars (WW), Greg Hahn (NY)

Communications Director: Patrick Tomasiewicz (Planner)

Communications Planner: James Mullally

Creative Agency: BBDO New York

Director of Business Affairs: Bernadette Naughten

Director of Integrated Production: David Rolfe

Executive Music Producer: Melissa Chester

Executive Producer: Anthony Curti

Interactive Director : Joe Croson

Planning Director: Steve Panawek

Production Manager: Amy Orgel

Senior Content Producer: Sofia Doktori Handler

Senior Integrated Production Business Manager : Mo Twine

Executive Creative Director: Dan Lucey

Genres: Fashion & Beauty, People, Visual VFX

Categories: Clothing and Fashion, Accessories

BBDO North America, Fri, 22 Dec 2017 09:47:28 GMT