Nike Swim | Vapor Goggles
Nike Swim, a long-time client of Locus and global leader in swimwear, needed help with the launch of their new Vapor Goggles. Unparalleled in performance and undeniably comfortable, these goggles allowed swimmers to focus on their speed, not their gear. With the product launch coinciding with the drop of the product, all marketing would have to be done without actual product imagery, so Locus created a photorealistic 3D render that could be used in both print and digital mediums.
For social media, a teaser video was created solely featuring the CGI version of the goggles and posted to Facebook and Instagram. A moody backdrop, dramatic shadows and theatrical movement showcased the product in finer detail, while the understated copy: “Less Drag. More Speed”, followed by the release date, brought the video to close. 86k people viewed the teaser in anticipation of the product’s November 1st arrival. Leading up to the November release, still outputs of the product, supplemented by action shots were posted in frequency to retain consumer interest.
On launch day, the full product video was placed in the homepage marquis on NikeSwim.com and a call-to-action to click through to the landing page was added. Through a scroll actuated experience, a user would see the product turn in different angles, while coinciding features and benefits were displayed on screen. Olympic divers Kassidy Cook and David Boudia reinforced the quality of the product with dynamic action shots, while product cards anchored the bottom of the page—linking directly to Nike.com for purchase.
While sales data was not shared with Locus, the client did feel it was a successful launch. The Vapor Goggles renders went on to be published in sales sheets, presentations and other print collateral.