NIKE
NEVER DONE EVOLVING

Cannes Lions Grand Prix Winner - Digital Craft

With Serena Williams retiring as a professional player, we set out to display her evolution like never before, using advanced AI to do the impossible and create a whole new competition - Serena 1999 vs Serena 2017.

MATCH OF THE AGES

We traveled back in time to create a match-up between Serena from 1999 (her first Grand Slam) vs. 2017 (her record breaking 23rd Grand Slam).

We ended up simulating over 130,000 games and 5,000 matches – analyzing each era’s playing style decision making, shot selection, reactivity, recovery and agility from archival footage.

We then compiled 3 of those games and broadcasted them to the public as a YouTube livestream with professional sports commentary.