2022 was LeBron’s 20th year in basketball. Nike set out to create a standout digital experience for the launch of the brand new shoe LeBron XX. The campaign used Infinite Windows, Meta’s cutting-edge Instagram ad format, that makes a traditional ad feel like a video game. Inspired by the LeBron vs. Father Time campaign, the experience lets users control an epic race where LeBron defies time itself. Players engage with the action through real-time interactions to help LeBron in the race. The project combines 3D character animation, immersive world design and cinematic slow-motion events to create a next-level branded experience.