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Kobe X Mobile Experience

Art Direction / Design

To promote the launch of the new Kobe shoe, The Kobe X, we created a unique mobile experience where the user could experience a broader story around the shoe. The experience was built using webGL technology and showcased an interactive model of the shoe, haptic vibrations, animations and audio direct from Bryant. Each KOBE X colorway reveals something new about Bryant’s drive and determination.

The lead colorway, 5 AM Flight, takes inspiration from Bryant’s 40-foot, early morning leap from a diving platform in August 2013 as he recovered from surgery on his Achilles. The jump is symbolic of Bryant’s perseverance to overcome the odds and face fear head-on. The shoe’s blue palette represents the pool water of Bryant’s 5 AM flight.

Design Director: Rasmus Wängelin
Art Director: Martin Berggren
Sr Designer: Alex Otto

Client: Nike Basketball  •  Type: Mobile WebGL  •  Produced at: R/GA

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Image Creation Process

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