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Nike App Store trailer, nine languages from one build

Client
Nike, via Craftsman+
Year
2019
Role
UI design
Services
Motion Systems · Motion
Nike shoes and apparel cycling through, from the Nike App Store trailer.

Plays from Vimeo, which may set cookies.

01

Context

Nike needed App Store feature videos for nine countries: a user flow trailer showing what the app does, in nine languages, holding the same visual identity and animation style as the app itself.

02

The problem

  • 01Nine language versions of the same flow, with the app's own identity and animation style preserved exactly.
  • 02A daily revision cycle, so anything that took a day to rebuild was already too slow.
  • 03Source screens arriving from Nike's development team rather than from a design file built for animation.
03

What I did

01

Take the screens from the source of truth

Files came directly from Nike's development team in Adobe XD, so the interface in the video matched the interface that shipped rather than a designer's redrawing of it.

02

Script the language swap

The team used an After Effects script, Text2Spreadsheet, to push translations through the build. Language became a data change rather than an animation job, which is the whole reason nine versions were possible.

03

Hold animation constant across markets

Because timing and composition never moved, every market got the same piece. The versions could not drift apart, because structurally there was only one of them.

04

Result

  • 01Nine market versions delivered with identical identity and animation.
  • 02Daily revisions absorbed without re-animating, on a cycle that would have made per-language builds impossible.
  • 03A localisation method that has shaped how I scope multi-market work since.
05

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