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Roman Pillai
Roman Pillai
Nike's Digital AR Booth
Nike
Produiction Studio:
CGI Video
Creative Director:
Art Direction, 3D Design, Prototyping
Role:
Art Direction, 3D Design, Prototyping
Produiction Studio:
Nike
Creative Director:
Nike's Digital AR Booth
Nike's Digital AR Booth
Role:
Art Direction, 3D Design, Prototyping
Creative Director:
At PlayHybrid—a creative technology studio—our team was commissioned to design an immersive experience for Nike that evoked a virtual gallery or museum booth, presenting the Nike AF1s and Waffle shoes as enduring design icons within a curated spatial environment.
At PlayHybrid—a creative technology studio—our team was commissioned to design an immersive experience for Nike that evoked a virtual gallery or museum booth, presenting the Nike AF1s and Waffle shoes as enduring design icons within a curated spatial environment.
In close collaboration with G.O Burnton and Dave Kim, my work focused on ideation and concept development aligned with Nike’s visual identity, supported by research into the shoes’ design language, aesthetic heritage, and historical context using brand guidelines, archival material, and product documentation. Through an iterative process, the exhibition space itself was developed without rigid formal constraints, allowing extensive experimentation with spatial composition, lighting, and display strategies.
In close collaboration with G.O Burnton and Dave Kim, my work focused on ideation and concept development aligned with Nike’s visual identity, supported by research into the shoes’ design language, aesthetic heritage, and historical context using brand guidelines, archival material, and product documentation. Through an iterative process, the exhibition space itself was developed without rigid formal constraints, allowing extensive experimentation with spatial composition, lighting, and display strategies.
My contributions encompassed 3D modelling, animation, and hands-on involvement in prototyping and building the immersive experience, including interaction design based on simple tap and swipe gestures that enabled users to view each shoe in 360 degrees and reveal its distinctive features. This interaction model drew on prior work with digital 3D assets that could seamlessly shift between focused viewing and interactive exploration modes.
My contributions encompassed 3D modelling, animation, and hands-on involvement in prototyping and building the immersive experience, including interaction design based on simple tap and swipe gestures that enabled users to view each shoe in 360 degrees and reveal its distinctive features. This interaction model drew on prior work with digital 3D assets that could seamlessly shift between focused viewing and interactive exploration modes.
Behind the scenes
Behind the scenes
Research with different lighting and layouts for the virtual space
Panoramic render of the final layout for the virtual space used in the final AR production
Research with different lighting and layouts for the virtual space
Panoramic render of the final layout for the virtual space used in the final AR production
Research with different lighting and layouts for the virtual space
Panoramic render of the final layout for the virtual space used in the final AR production
Work