NPCs escape, Burberry goes 2D & Nike gets a basketball suit

If you liked this newsletter, please forward it to someone who might like it too. If you didn’t like it, feel free to send it to someone you don’t like. 🫶

Ok now, let’s get into what happened this week. 🚀

🚨 TRENDING TOPICS

✅ Betano follows an NPC escaping a simulated football world

Created by Wieden+Kennedy São Paulo for Betano, the campaign follows a video game NPC who leaves a programmed football environment to experience real World Cup fandom. The film moves between a cold, automated game world and live-action football culture, using the contrast between simulation and reality as its central visual device. The campaign was produced by Primo Argentina, with Nexus Studios handling the animation and post-production, blending animated game-world sequences with live action. Watch the campaign here.

If you remember a FAST FORWARD edition from a few months ago, the concept closely resembles Coinbase’s Oscars campaign from March, which also followed an NPC breaking out of a programmed system and entering the real world.

✅ Burberry drops a 2D soccer campaign

Burberry has released three 2D animated football films created by artist and animation director Tezo Don Lee. The short episodes combine football action with Burberry clothing and brand codes, using stylised characters, exaggerated movement and frame-by-frame animation. Watch them here.

✅ Sony builds five visual worlds around the feeling of sound

Created with dentsu and AOI Pro and directed by SOS IN Bel Air, Sony’s global campaign for its 1000X headphones moves through five distinct environments, each built around a different listening experience.

Monster Music joined during pre-production, developing one continuous track and sound-design system across all five scenes. The audio was mapped against the film before the shoot and influenced the pacing, transitions, edit and lighting design. For the 360-audio sequence, the team built a set around a rig of more than 50 lights to shift the environment from quiet to intense in-camera. Read the full interview here.

✅ Ocean Outdoor puts €2.675 million in media behind experimental DOOH ideas

Ocean’s 2026 Digital Creative Competition is open across seven European markets. Winning concepts receive premium screen inventory, with the competition explicitly encouraging interactive and technology-led work. Last year’s European winner used skeletal tracking to control playable billboards. Entries are open until 21st of August.

🏆 SHORTLIST ANNOUNCEMENT

Support artists & vote for the best work until the 18th of June!

🧠 WEEKLY AI CREATIVE

This is part 12 of our weekly series where we test the AI tools everyone is talking about and figure out what they’re actually useful for.

This week, we imagined a personalized training suit for the San Antonio Spurs and their sponsor Nike, made from the textured material of a basketball.

We used GPT Image 2 to develop the suit’s design, translating the ball’s pebbled surface, panel lines and material language into a wearable performance concept.

Then Kling 3.0 brought it to life, showing how the material could move from the court onto the athlete.

AI ad test: Spurs × Nike

Want to discover FOOH, DOOH & CGI Ads examples?

Explore our Library