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Global fitness powerhouse, Nike, and leaders in women’s fashion and streetwear publisher, Hypebae banded together to bring an interactive photoshoot to their viewers in celebration of the launch of Nike’s new Air Max Dias. Personalization was paramount to this experience with branching hotspots that put each viewer in control of their own style, empowering each individual to direct the shoot with each personalised decision point. The results of this campaign proved personalization works, with 73% of viewers interacting at least once with the experience.


of all viewers interacted with Nike x Hypebae experience


Interactions per active viewer, proving rich feature set worked


of all viewers spent up to 2 minutes on average exploring

client goals

  • A way to deliver a hyper-relevant experience to their key audience
  • Gamification on traditional fashion-forward video footage
  • Frictionless drive direct to purchase

our solution

  • WIREWAX Studio allowed customisation at every turn of this piece, making seamless branching a breeze
  • Proprietary branching technology put the viewer in the driver’s seat, choosing the content they saw
  • WIREWAX’s robust player allowed simple embed within native content for optimal experience delivery