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Nike 50th - Never Done Evolving

Award: Shortlist

Shortlist / Digital / Use of Data / 2023

Award: Shortlist

Shortlist / Digital Design / Data Visualisation

Two days after Serena Williams announced her retirement, Nike released a year-long study in the form of avatars, which showcased her commitment to staying on the top of her game for over two decades. After analysing all data and footage from official tournaments throughout her career, machine learning was used to model her playing style across different eras. To make it accessible to everyone, AKQA turned the study into a live virtual match. It starred 17-year-old Serena, the age she was when she won her first Grand Slam, against 35-year-old Serena, the age she was when she won her 23rd Grand Slam.

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