Cannes Lions

CAMP VICTORY

HUSH, New York / NIKE / 2013

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film
Supporting Images

Overview

Entries

Credits

Overview

Description

We began with an intentionally holistic design process – which reflects our general studio philosophy. We purposely did not default to the traditional design tools or assumptions. Instead, we brought every tool and skill set to the table.

We looked at the idea of “fast” not only through visuals, but also through architectural form, rhythm in sound and music, physical materials, software and data, technology, and ultimately, animation.

Execution

Over 8 months from initial concept development through design and technical execution on location, we showed how “fast” can manifest itself in digital design, visceral experiences, interactive gaming and information visualization.

Our process involved a deep look into the audience and how “fast” could be expressed to a group of athletic enthusiasts from young to old, active to passive, and focused on information insights to pure emotional experiences. We gave each space a distinct personality defined by specific interactive experiences catering to playing, learning, and absorbing.

Outcome

We created value through in-the-moment brand recognition and audience participation, as well as long tail productization of the experience. Our work at Hayward Field became an innovation icon – and has been the catalyst for extensions around the world. The data-driven HeatMaps are a fixture in Nike retail in New York, London, San Francisco, Chicago, Western Europe and beyond. The Treadmill experience has also been recreated in Tokyo and Moscow.

In this way a very targeted experience continues to inspire thousands across the globe as a testament to Nike’s commitment to innovation – and of course, “fast.”

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