The 2023 FIFA World Cup. Think competitive action on-pitch, and off-pitch between the brands all looking to make a statement. Nike's move was to set up a responsive on-ground social lab made up of combined brand, creative and production talent from both Nike Portland and R/GA Australia, including myself as the lab's motion lead. Our initial brief was to work with the global brand team in Portland to define the motion principles for Nike's coverage of the Cup, based on Nike Football's foundational creative direction. Style was one thing. Speed was another. The motion direction had to be one that could spawn a templated asset suite, allowing the social lab to respond to game action in real-time across social and digital channels. Once nailed, we needed to build said asset suite and together with the lab team, respond to on-pitch action across games with Nike athlete and team presence. Cover and create. Rinse and repeat.