Client :: Nike

Agency :: Wieden + Kennedy

Role :: Concept + Experiential + Technical Direction

Client :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept + Experiential, Art & Technical Direction

Client :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept + Experiential, Art & Technical Direction

Client :: Nike

Agency :: Wieden + Kennedy

Role :: Concept + Experiential + Technical Direction

 

An Interactive Neon Experience in Shanghai to inspire runners to be faster.

10 hidden messages activated and visible only at runner’s speed, to light up one of the fastest cities in the world. 

An Interactive Neon Experience in Shanghai to inspire runners to be faster.10 hidden messages activated and visible only at runner’s speed, to light up one of the fastest cities in the world. 

An Interactive Neon experience in Shanghai to inspire runners to be faster. 10 hidden messages activated and visible only at runner’s speed, to light up one of the fastest cities in the world. 

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Being an athlete means pushing yourself, so right before the Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed.

Shanghai is one of the fastest paced cities in the world. Being an athlete here means pushing yourself even harder, which is a tall order.

Being an athlete means pushing yourself. So right before the Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed.

We built a series of carefully hand made interactive neon installations that spoke to runners through provocative messages, challenging them to push their limit.

So right before the Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed.

We built a series of interactive light installations that spoke to runners through provocative messages.

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Speed activated motion sensors were triggered by the pace of runners to light up the different messages along the road and give them a boost when they need it most.

Speed activated motion sensors were triggered by the pace of runners to light up the messages along the road and give them a boost when they need it most.

Speed activated motion sensors were triggered by the pace of runners to light up the messages along the road and give them a boost when they need it most.

The sequence, display and layers of the lighting were meticulously designed to surprise runners at their own rhythm but to remain invisible to regular passers-by.

We targeted Century Park as the most popular and best-running route to take runners to the next level.

The sequence, display and layers of the lighting were meticulously designed to surprise runners at their own rhythm but to remain invisible to regular passers-by.

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The take over lighted up the roads of Shanghai for a week, celebrating those athletes to dare to be faster than fast

The campaign achieved nearly 9 million impressions, and an estimate of 20-40 runners per minute were caught during peak hours, lighting up the roads of Shanghai.

The campaign achieved nearly 9 million impressions and an estimate of 20-40 runners per minute during peak hours. 

The campaign achieved nearly 9 million impressions and an estimate of 20-40 runners per minute during peak hours. 

The take over lighted up the roads of Shanghai for a week, celebrating those athletes to dare to be faster than fast. 

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CD: Erwin Federizo / Concept & Experiential Director: Marula Vaz / Technologist: Marula Vaz / Film, Camera & Edit: Leon Yan / ECDs: Ian Toombs & Vivian Yong / Campaign AD&CW: Max Pilwat & Arlene Lu

CD: Erwin Federizo / Creative Concept & Art Director: Marula Vaz / Technologist: Marula / Film, Camera & Edit: Leon Yan / Producer: Max Wu / ECD: Ian Toombs & Vivian Yong / Ad&Cw: Max Pilwat & Arlene

CD: Erwin Federizo / Creative Concept + Art Director + Technologist: Marula Vaz / Film, Camera & Edit: Leon Yan / Producer: Max Wu / ECD: Ian Toombs & Vivian Yong / ad&cw: Max Pilwat & Arlene

CD: Erwin Federizo / Concept & Experiential Director: Marula Vaz / Technologist: Marula Vaz / Film, Camera & Edit: Leon Yan / ECD: Ian Toombs & Vivian Yong / Campaign AD&CW: Max Pilwat & Arlene Lu

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