Nike
Nike
Be True — March Madness DOOH Motion System
Be True — March Madness DOOH Motion System
Be True — March Madness DOOH Motion System
A nationwide DOOH brand & motion system for Nike Be True—animated from stills with type-driven collage and flip-card–style reveals, delivered in platform and venue specs so every site plays faithful to the system.
A nationwide DOOH brand & motion system for Nike Be True—animated from stills with type-driven collage and flip-card–style reveals, delivered in platform and venue specs so every site plays faithful to the system.
Categories
Integrated Campaigns
OOH/Experiential
Content Platforms
Industry
Retail & eComm
At a Glance:
The Ask
Turn Be True into a nationwide digital out-of-home moment during March Madness—energizing fans across landmark screens while keeping a single, unmistakable message from city to city.
The System
A modular DOOH motion system built entirely from stills: we animated photography into type-driven collage, sampling body-paint textures from the images to create kinetic layers and a reveal cadence inspired by stadium flip cards. The music bed was constructed from individual basketball SFX (bounce, rim, net, sneaker, whistle) to form a high-energy, cohesive rhythm.
We delivered masters aligned to Nike’s content platform specs and venue requirements for Times Square and New York-New York Las Vegas—templates and guidelines kept every delivery on-brand and on-spec across placements.
Outcomes
A unified message that felt immediate to the tournament moment—rolling out simultaneously across key cities to create a shared experience and keep the story consistent at scale.
At a Glance:
The Ask
Turn Be True into a nationwide digital out-of-home moment during March Madness—energizing fans across landmark screens while keeping a single, unmistakable message from city to city.
The System
A modular DOOH motion system built entirely from stills: we animated photography into type-driven collage, sampling body-paint textures from the images to create kinetic layers and a reveal cadence inspired by stadium flip cards. The music bed was constructed from individual basketball SFX (bounce, rim, net, sneaker, whistle) to form a high-energy, cohesive rhythm.
We delivered masters aligned to Nike’s content platform specs and venue requirements for Times Square and New York-New York Las Vegas—templates and guidelines kept every delivery on-brand and on-spec across placements.
Outcomes
A unified message that felt immediate to the tournament moment—rolling out simultaneously across key cities to create a shared experience and keep the story consistent at scale.
(Overview)
Broadcasting Self-Belief Coast to Coast
Timed to the surge of March Madness, we designed Be True as an experiential OOH program that reads in seconds and lands emotionally. The creative blends fan images, graphic animations, and collage textures—a look built to hold scale, movement, and crowd energy on giant digital displays.
To travel nationally, we authored a site-aware content kit—city placements get the same core message, tuned for canvas, dwell time, and rhythm. Rolling out in concert across markets turned Be True into a shared moment: one brand voice, many venues, consistent in look and pace without re-inventing the format each time.
(Overview)
Broadcasting Self-Belief Coast to Coast
Timed to the surge of March Madness, we designed Be True as an experiential OOH program that reads in seconds and lands emotionally. The creative blends fan images, graphic animations, and collage textures—a look built to hold scale, movement, and crowd energy on giant digital displays.
To travel nationally, we authored a site-aware content kit—city placements get the same core message, tuned for canvas, dwell time, and rhythm. Rolling out in concert across markets turned Be True into a shared moment: one brand voice, many venues, consistent in look and pace without re-inventing the format each time.
(Architecture)
One Message, Many Boards
How the system holds together across platforms and venues.
Source assets & visual grammar
Built from stills only: athlete photography animated into type-driven collage.
Body-paint textures sampled from the imagery become kinetic layers and masks.
Bold two-color graphic animations all within brand and campaign palette unify tone.
Motion language (the “flip-card” cadence)
Stadium flip-card–inspired reveals define pacing.
Modular animation blocks (intro hit → message → badge/lockup) for fast, repeatable edits.
Easing bands tuned for large-format readability—no micro-motion that muddies legibility.
Type & legibility rules
Minimum type sizes pegged to viewing distance; safe-area and line-length limits.
Hierarchy: rally line → Be True mark → supporting line; never stack more than two messages per frame.
Audio system
Music bed built from basketball SFX (bounce, rim, net, sneaker, whistle).
Sync cues align with visual flips and animation hits; custom stems enables additional edits if needed.
Ratios, screen maps & color management
Masters authored to Nike content-platform specs; venue variants delivered for Times Square and New York-New York Las Vegas.
Screen maps/pixel matrices, brightness/contrast guardrails for high-nits DOOH; LUT guidance to keep blacks rich and type readable outdoors.
Templates & deliverables
Message templates, title/thumbnail patterns, and slate conventions for rapid adaptation.
Duration families for placements with different dwell times; on-brand and on-spec out of the box.
What locks / what flexes
Locked: collage style, flip-card cadence, type hierarchy, palette, end-lockups.
Flexible: still selection, crop/framing, secondary line copy, additional animated scenes, timing within approved bands.
Ops & quality checks
Naming/versioning and metadata (venue, ratio, date window); version-correct slates.
Pre-flight: contrast/accessibility pass, safe-area check, cadence vs. dwell-time check, codec/framerate validation.
Net effect
A DOOH toolkit that reads faithful to the system on any board—one voice, many canvases—so partners can ship quickly with predictable quality across markets.
(Architecture)
One Message, Many Boards
How the system holds together across platforms and venues.
Source assets & visual grammar
Built from stills only: athlete photography animated into type-driven collage.
Body-paint textures sampled from the imagery become kinetic layers and masks.
Bold two-color graphic animations all within brand and campaign palette unify tone.
Motion language (the “flip-card” cadence)
Stadium flip-card–inspired reveals define pacing.
Modular animation blocks (intro hit → message → badge/lockup) for fast, repeatable edits.
Easing bands tuned for large-format readability—no micro-motion that muddies legibility.
Type & legibility rules
Minimum type sizes pegged to viewing distance; safe-area and line-length limits.
Hierarchy: rally line → Be True mark → supporting line; never stack more than two messages per frame.
Audio system
Music bed built from basketball SFX (bounce, rim, net, sneaker, whistle).
Sync cues align with visual flips and animation hits; custom stems enables additional edits if needed.
Ratios, screen maps & color management
Masters authored to Nike content-platform specs; venue variants delivered for Times Square and New York-New York Las Vegas.
Screen maps/pixel matrices, brightness/contrast guardrails for high-nits DOOH; LUT guidance to keep blacks rich and type readable outdoors.
Templates & deliverables
Message templates, title/thumbnail patterns, and slate conventions for rapid adaptation.
Duration families for placements with different dwell times; on-brand and on-spec out of the box.
What locks / what flexes
Locked: collage style, flip-card cadence, type hierarchy, palette, end-lockups.
Flexible: still selection, crop/framing, secondary line copy, additional animated scenes, timing within approved bands.
Ops & quality checks
Naming/versioning and metadata (venue, ratio, date window); version-correct slates.
Pre-flight: contrast/accessibility pass, safe-area check, cadence vs. dwell-time check, codec/framerate validation.
Net effect
A DOOH toolkit that reads faithful to the system on any board—one voice, many canvases—so partners can ship quickly with predictable quality across markets.
Delivered while Co-Founder & Chief Creative Officer at The New Blank
