NIKE SB LX NFLX ENTRY
We partnered with Brand Activation Services to bring Nike Football’s “Chase The Smoke” campaign to life as the entry moment for the NFL Experience in Santa Clara at Super Bowl LX. Designed to feel immersive and cinematic rather than a traditional experiential display, the space was framed with industrial blacked-out trussing and layered with dramatic production lighting to create depth, contrast, and anticipation. From the first step inside, fans were surrounded by a high-impact environment that set the tone for the experience beyond.
Actual smoke drifted within mannequin displays, turning product showcases into cinematic silhouettes that emerged and disappeared through the haze.
The interplay of controlled lighting, dark structural elements, and atmospheric effects reinforced the campaign’s sense of pursuit and intensity. The result was a visceral, memorable entry experience — one that didn’t just display Nike Football, but embodied the spirit of “Chase The Smoke.”
