Spikes Asia

THE UNSTOPPABLE TRIBUTE

WIEDEN+KENNEDY SHANGHAI, Shanghai / NIKE / 2016

Awards:

1 Shortlisted Spikes Asia
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Overview

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Credits

OVERVIEW

Background

As one of the most densely packed urban jungles in the world, the physical obstacles of this city make it seem impossible to run. Still, every year, Shanghai Marathon runners prove this theory wrong.

The objective was to honor these runners who brave the streets of Shanghai so we set out to do something that showed incredible scale but could still be executed in real time.

Execution

At the 2015 Shanghai Marathon, we placed cameras set to shoot two shots per second, to capture runners’ unforgettable finish line moment. We synced each image with the race time and fed the massive data to a team of 50 designers and compositors on standby in our control room. In a span of six hours, we inspected, cropped, treated, and stitched each image with care and attention into a digital collective mural in real time.

That evening, the massive collage composed of all the Shanghai Marathon finishers, went live online. We called it 'The Unstoppable Tribute’, a unique and collective composition, that, if put into the real world, would stretch over 3 miles.

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