Erlen Masson
Nike
To support the launch of Nike Air Max Dia, HYPEMAKER created an interactive video experience. Titled "Style It Yourself", viewers can interact and influence the film's story and assemble an outfit before shopping the collection.
Nike was launching the Air Max Dia and wanted more from it than an editorial feature with a shop link at the bottom.
Interactive video wasn't a format HYPEBEAST sold at the time. I put one forward, built on a simple swap. Instead of watching a stylist assemble an outfit, you make the calls yourself, then shop the look you built.
The video experience was challenging to create, so we had to keep it simple.
Three decisions, no more. Footwear, jacket, bottoms. Every extra choice doubles the footage the shoot has to produce, and the shoot happens once.
We cut the film into four kinds of clip. The scene, the decision, the outcome, and the final outfit. Each decision splits the timeline into a new branch, so three decisions produce eight possible looks. Rather than load eight separate films, we stitched every branch into one continuous timeline and had the player jump to the right scene the moment a viewer chose. The film never stops. It just goes somewhere else.
That constraint set the shoot. Angles, positions and lighting were planned so any branch could cut against any other without the join showing.
The film ran on Hypebae with eight endings and a replay prompt, and viewers could shop the collection straight from the outfit they'd assembled.
The bigger result was commercial. It gave HYPEBEAST a content format it didn't have before, and that format landed a six-figure campaign with Nike.
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