Nike: welcome to los fearless
With the 2011 NBA All-Star game in LA, Nike wanted to remind everyone that the league, the weekend and the city all belonged to one man: The Black Mamba. We invited fans to celebrate Kobe Bryant by giving them a chance to earn a place in his town.
To earn their spot, fans created a unique digital poster - choosing exact moments from Kobe's iconic highlight reels. Those who logged in with Facebook were invited to find their friends' posters throughout the city.
Los Fearless was a fusion of five iconic LA hoods. Fans could explore each in 360° and claim a spot for their poster.
During All-Star weekend, we projected fans' posters on walls throughout LA in the form of a giant Kobe mosaic. (As seen in the video up top.)