Nike Race The Pace
On your Marks, Get Set, Go!
Nike Race The Pace is a fun and dynamic World Facing AR Experience developed with NikeLA for Instagram in which the User can race one of three 3D Characters that represent the Olympic champion record on a given Running Pace. At the end of the experience a result screen shows the user how they compare to to world leadings Athletes calculating their speed and pace.
Experience Designer • Developer • Art Direction
A massive collaboration by:
Ana Carolina Estarita
We were approached by Nike to create an Experience that “made people move” and that’s exactly what we did. I was in charge of the research and technical validation of what was possible with the technology and worked very closely with the Creative Director in coming up with the experience. Once we started production I was in charge of the experience design and flow, some of the art direction and the technical implementation.
The Biggest challenge
Working on Race the Pace we had to meet two main Key Performance indicators: Make People Move and Make it fun.
For a lot of people when they think of Social AR the first thought that comes to their mind is the “beauty filters” on Instagram. And to be hones, given the way the Social AR space has developed, this can be true in a lot of cases. While other platforms like Snapchat or TikTok had more effective Body tracking at the time, Nike wanted to develop a full body experience in Instagram which presented its unique challenges particularly how to validate movement without body tracking. To solve this problem we went to the oldest validation system: our peers.
A SOCIAL EXPERIENCE THAT IS REALLY SOCIAL
Researching multiple Instagram Filters that dealt with the issue of point keeping or success/failure without actual validation, we saw a consistent workaround: Social validation. Instagram challenges like the sign challenge do not use computer vision to keep track of points, but use the “share” option as a way of validate your performance with your peers.
When we started thinking of Race The Pace and what form it would take we very quickly decided that it would work the best as an experience that is meant to be shared. This meant that what happened before “Record” and after “Record” had to be treated as almost two different stages on the whole process. This approach gave us the freedom to design a very robust user flow, where the first stage is focused mostly in making sure the user only needs to record once giving clear instructions to both the runner and the phone holder, and the second stage is mostly focused in creating a fun shareable experience.
THE USER FLOW
A thing to remember when working on Social AR is that unlike other interactive experiences where users trying something for the first time they do not know what to expect, when a user opens an AR experience in social media, they’ve already seen someone else using it and they have an idea of how to interact with the experience creating trends or memes.
When planning the User Flow for Race The Pace, that first interaction where the user is seeing either a friend or an influencer using the experience became the starting point of the user Journey. Because the experience has longer setup that what is usually seen on social AR, we needed to make sure the payoff was big and was worth it. This becomes even more important while considering this an experience that requires two users: the one running and the one holding the phone. Making the resulting recording of the user running next to a super fun 3D character followed by the results screen impactful enough was critical.