NIKE Never Done Evolving Feat Serena

Harnessing advanced AI, Nike and AKQA created a match between 1999 Serena, when she won her first Grand Slam title, and the Serena who won the 2017 Australian Open. Machine learning modelled each era’s playing style: decision-making, shot selection, reaction time, recovery and agility, based on archive footage. Models were brought to life by re rendering them into an entirely new scene and having them appear to be playing and responding to each other.

The remarkable result was seeing both Serenas play each other for 130,000 games and 5,000 matches, enough to stream for an entire year if played back-to-back.

RESULT: 1.7 million viewers watched the grand final via YouTube, an increase of 1082% in organic views compared to other Nike content. Never Done Evolving broke all Nike's organic views records on YouTube.

CREDITS

Agencies: AKQA Melbourne, AKQA Portland, AKQA Sao Paulo