Touch is everything when it comes to football, and while it's easy to see the effect great touch has, it's almost impossible to visualize the touch itself.
Client: Nike Role: Group Creative Director
Agency: AKQA Date: 2023
For the launch of the New Tiempo boot, we wanted to bring the unique art of everyone's touch to life. And what better place to prove the importance of perfect touch? An art museum, full of precariously placed priceless art of course.
With Jamal Musiala, known for his godly touch leading the dance, we ran amok, weaving through ancient artifacts and delicate masterpieces, one slip or one miss-touch could spell disaster.
Tracking cameras and movement sensors allowed us to create unique artistic portraits of every competitor to visualise for the first time the literal Art of Touch.