NEWS

Summer 2003
To launch its ‘Made to Move’ clothing range during the run-up to the last Rugby World Cup, NIKE wanted a major promotion in its French Niketown stores – including the flagship store on the Champs Elysées. The company decided to use holograms of a larger than life rugby player. French international Rugby star Frederic Michalak was filmed with ColourHolographic’s unique camera. Five different poses were recorded, each depicting a classic rugby move, such as the spin turn and drop kick.
CGI was used for the kicking shot to depict a flying ball in full 3D. The series of five holograms were placed behind apertures in a full window graphic. The holograms stopped people of all ages in their tracks and provoked tremendous interest and interaction: shoppers were even seen trying to catch the ‘ball’ as it appeared to come through the window. NIKE declared this to be "the best retail promotion we have ever undertaken.”