This Component of Nike's Risk Everything Campaign Uses Real-Time Ads

As part of its 'Risk Everything' campaign, Nike introduced 'Phenomenal Shot' in partnership with Google. Each time a player on the field made an epic move during a soccer match, a series of real-time ads enabled fans to remix and share the game highlight instantly with fellow fans and people cheering for rival teams, adding their own flair with stickers and text.

Rather than playing back what just happened in video format, the real-time ads were made with a 3D engine that turned players into animated 3D characters. Since many fans have their phones in hand while watching a game, this experience worked within mobile browsers, but didn't require fans to download an app. The experience is also available on computers, where you're able to share and remix all the same.