Nike Sportswear /
We Are Athletics West
The Nike Sportswear Fall / Holiday Collection was inspired by the heritage of the Athletics West running team and the spirit of a new breed of urban runner. We were asked by Nike to create an energy space with mixed media content to articulate the brand and product stories to media. The New York Bridgerunners were selected to be the focus for the content generation.
Photographer Tim Barber was commissioned to capture still imagery of this rogue group of urban athletes as they ran the bridges of New York. The photography was hung inside the space and presented as an editioned 96 page book. The photography was supported by three short format films directed by Tom Phillips. The content was presented alongside a spatial design and installation at The New Museum that took inspiration from bridge materials and structure.
The experience gave visitors an engaging window into the collection and the category. Panoramic views of the Lower East Side provided a direct line of sight to the three bridges that were shot as locations creating a unique synergy between the space, the content and the city.
Microsoft /
Bing Installation
Microsoft briefed us to create a brand installation that would mark the launch of their new search engine Bing. They asked that the activity be true to the Bing brand attributes of smart searches using the ‘decision engine’ and that the experience would create media noise, public intrigue and an iconic press image. We responded with a mesmerisingly beautiful and solidly erect searchlight that dominated the Seattle skyline and could be seen from space over the course of the launch weekend. Local blogs buzzed with debate over the genesis of the monolithic light and the activity captured the collective imagination.
PlayStation /
GDC 2009 Installation
For the 2009 GDC conference we designed and produced a trade show booth concept based around the brand theme of ‘Community’. Creative direction centered around conversation and was executed as interactive speech bubbles, incorporating quotes from the language of the gaming and social communities to create a unified method of presenting forthcoming hardware and game titles.
We also executed a creatively themed “Blow Up” party, with live headline performance from Janelle Monae, with a supporting cast of DJ’s. The event environment consisted of branded inflatable objects integrated into the venue and surrounding area, alongside indoor and exterior projections of a commissioned short film on ‘inflatable living’.
Nike Train To Be Strong /
Miami
As part of a program of activity delivered against Nike’s Women’s Training brand pillar this showroom installation housed a media event in Miami that presented that seasons collection to select media. The wider activity worked to Communicate relevant product stories and the ‘Train to be Strong’ philosophy. We developed deeper relationships with national media and helped deliver enriching stories.
