I offered creative direction for Nike SNKRS - Kyrie Irving's Red carpet AR activation. This AR effect was very exclusive, mostly seen by avid sneaker fans. Secret emojis let the user reveal this exclusive red carpet experience to hype up the brand and engagement.

The access the effect was fairly simple: users would open the Messenger app, chat with the SNKRS bot and enter the secret emojis (🏀🔥🎬🗝) to unlock the pair of Kyrie 4s AR. After that, a virtual render of the shoe popped up on your phone and you could move around to take a closer look at it before making the purchase. It was a unique, fun, experimental retail experience.