We placed the sculpture in the middle of the NIKE Harajuku flagship store in Tokyo. Next, we encouraged people to tweet their messages of support using a custom Japanese hashtag. These messages were then carved into the statue by a robot in real time, 24 hours a day. Four static cameras captured the carving and messages, and live-streamed the action on the ‘Write The Future’ campaign site. In addition to the real sculpture in the Harajuku store we also visualized the messages on a 3D Tulio model, displaying the names and profile images of the users.

As a result of the campaign, the number of visitors to the "Write the Future" website increased four times. Also, traffic of customers into the store increased 30% while the statue was inside.