During the Copa America in Chile, Nike wanted to celebrate South American Soccer. To commend this unique way of playing the game we designed The Creation Lab. An immersive experience that transformed each movement into a unique experience. Each performance was processed and projected in real time on a screen transforming soccer into art.

We designed an installation that took each of their movements and transformed them into a unique visual expression. An experience where multiple 180 degree cameras recorded each movement and then processed and translated the movements in real time, creating art from Soccer (Football). How? Displaying visual of colors on screen and en up getting art in your phone, an image that was sharable on social media.

The Creation Lab was launched in two countries.

• In Argentina the installation lasted 21 days and a total of 15,120 people interacted with the Creation Lab.

• In Chile the installation was open during 7 days and 5,000 people dared to create with the Lab.

When South American players travel to compete in the best leagues around the world they struggle with the structures and formulas.

With the Copa America in Chile, we wanted to inspire players to regain the creativity in their style of play. Art is always an inspiration, that’s why we wanted to mix art with sports and take players back to the essence of football, the fun around it.

-Copa América Chile 2015 is one of the main football events in Latin America. An opportunity for Nike to celebrate South American soccer.

-When South American players travel to compete in the best leagues around the world they struggle with the structures and formulas (playing within more structured system and styles of play), that’s why we wanted to create a unique experience.

-Objective: Communicate the launch of the Hypervenom 2, not only in Argentina but in Chile, host of the Copa America 2015.