To launch Nike's new Epic React running shoe we created a fully immersive running experience that took place over the course of two days, live at Microsoft Square in Los Angeles. In the Game of Go, players could create and become avatars within a virtual race where they had to react to a series of obstacles in a video game world. Three players raced against one another on giant, double-wide, treadmills that gave players a chance to run, jump, zig-zag, and sprint uphill in an exhilarating 400-meter race, all while demo'ing the not-yet-released Nike shoe. Some made it while others didn't and in the end, only one player per race came out victorious.
2018. Wieden+Kennedy Portland
Celebrating the launch of the new Nike React, W+K gave people the ability to virtually compete against one another while testing out the fit and feel of the sneakers. We designed the game as well as the installation, creating an experience that uses motion-sensors to render runners in real-time on massive LED screens in the middle of L.A. Live. We built customized treadmills to allow people to dash and jump in the game while being partially suspended. A technological tour de force, Game of Go attracted press across the nation and became the highest-scoring FWA project of all-time.
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