For the launch of the Nike React, a new running shoe, Nike asked us to develop a campaign celebrating the indescribable sensation of the shoe’s soft bounce. We wanted to engage young people aged 18 to 25, so for we chose a bus stop near the University of Buenos Aires Faculty of Law, in the heart of the city. The Nike React Bus Stop, an interactive digital billboard, turned the real world into the React world. With a camera on the shelter’s exterior, and a screen inside, we showed people waiting for the bus what was happening around them. To bring the React sensation to life, we interrupted the livestream with animations, such as:

A giant jellybean bouncing up from under the ground

A flying marshmallow unicorn

A pillow storm

Through these images, commuters could imagine the indescribable feeling of wearing React shoes.