We initially developed a immersive media launch event and participatory art installation around the concept of 'what fuels New York'. This evolved into a day of high energy missions and cultural activities all over the city, where the influencers were broken into teams and competed to earn the most fuel points.As a launching ground for the missions we created a futuristic departure space with motion-activated interactive light installations and leader boards displaying real-time fuel data. The FUELWALL interactive light installation became the inspiration for a series of responsive LED wall installations that we created in conjunction with Nike+Fuelband launch events.

Within Nike’s campaign brief was the express task of fostering conversation and stimulating buzz around the Fuelband. Since January, the responsive Fuel Wall has grown to accommodate the audience in front of it, and the community gathering around it. Beginning as a backdrop to an intimate press event, the wall took centre stage when its interactive programs were installed at the flagship NYC store for 30 days. Finally, as Nike took over a city block in down-town Austin during the SXSW festival, the larger-than-life installation became a point of interest for thousands of people every day.