Nike’s ‘Never Done Evolving’ with Serena Williams scores Digital Craft Grand Prix

AKQA said the project served as a step toward a future of sports analytics for more human-readable data visualization—a new and accessible format for tennis experts to experience and interpret data.

“It is the epitome of digital craft,” said Resh Sidhu, global director of Arcadia Creative Studio at Snap, who served as the Digital Craft jury president. “It is the combination of creativity and technology and purpose, showcasing a Black female athlete who’s the ultimate GOAT.”

The other top contender for the Grand Prix also happened to be from AKQA—“Transparency Card” from AKQA São Paulo, which monitors politicians’ spending habits in Brazil by connecting to government databases. The card simplified the visualization and monitoring of political spending.

“Transparency Card” won a Gold Lion, as did two other campaigns—Spotify’s in-app “Wrapped” experience, developed in-house; and “Gorillaz Presents,” created with Google, which turned the world into a stage for the band using augmented reality.