THE BRIEF
Blow-up the retail paradigm for Nike at Sportchek's flagship store launch in Toronto. We were asked to create an experience that used Nike sneakers to engage consumers in a fun and interactive way.
Blow-up the retail paradigm for Nike at Sportchek's flagship store launch in Toronto. We were asked to create an experience that used Nike sneakers to engage consumers in a fun and interactive way.
THE IDEA
"NIKE VJ"
We embedded game technology in the Nike Free 3.0 and Air Max and turned sneakers into an immersive art experience that allows people to use them to express themselves by re-mixing original art and music created by renowned artists James Jean, David Choe and turntablist Cut Chemist.
The artists created custom characters and artwork inspired by the Nike Free 3.0 and Air Max. Guillermo Del Torro's Mirada studios animated the art work and Cut Chemist created 4 original sound tracks per shoe. Art and sound would change based on how people were moving, twisting and turning the shoes in the volumetric space in front of them.
"NIKE VJ"
We embedded game technology in the Nike Free 3.0 and Air Max and turned sneakers into an immersive art experience that allows people to use them to express themselves by re-mixing original art and music created by renowned artists James Jean, David Choe and turntablist Cut Chemist.
The artists created custom characters and artwork inspired by the Nike Free 3.0 and Air Max. Guillermo Del Torro's Mirada studios animated the art work and Cut Chemist created 4 original sound tracks per shoe. Art and sound would change based on how people were moving, twisting and turning the shoes in the volumetric space in front of them.
Recap Video
The art work of James Jean.
The Artwork of David Choe
