The Nike Football “Arena" was an immersive trialing experience for the Vapor Untouchable 2 cleat. Taking place within the 100’ turfed courtyard at the Nike + The Opening Experience at the Mint — where gold was once processed during the Gold Rush days — Athletes were given a chance to demonstrate their speed and agility by trialing the Vapor Untouchable 2 on an 80’ projected live graphic field. With two minutes on the clock, players run three routes on a football field that dynamically responds with explosive graphics linked to a player’s position and trajectory as he carves up the field, ending with a touchdown pass. The players’ coordinates are tracked via laser scanning technology that uses the data to drive generative visual behaviors in the graphics. This same location data is used to trigger multiple-positioned cameras within the arena to produce an automated edit social takeaway.
A glimmering-and-gold graphic language plays off the cleat’s gold accents. Atmospheric audio, which tracks a player’s position as he moves down the field — sets a context of cheering fans and an electrically charged field ready for players to launch into quick action. Each participant received a 15-second #FastestWillRise social takeaway video — captured and auto-edited on-site — to share with friends and family.
Los York, a Content Agency that executes experiential projects helped Nike partner on the concept. Creative Director, Sean Dougherty, recollects “Early on we thought ‘What if we could illustrate a player’s foot speed via the visuals he generates as he moves?’. So we explored ways to do this – from linear animations to interactive behaviors. We’d been playing around with animation behaviors in Houdini and decided to keep the visuals “live” and dynamic by channeling them through Touch Designer scenes. The direct effect of the players’ speed and position created a unique visual result defined by their own performance data. This fit in nicely with the client’s ask to gamify a football trialing experience and make the athlete the driver."
The venue was open from Wednesday, February 3, to Saturday, February 6. There were additional Nike+ activities throughout the city. Stay tuned to the NIKE+ SF City Page to discover and participate in the latest activations and experiences. #FastestWillRise
About Los York Studios
Our calling is “Holy Shit!” We are a new kind of creative company. We integrate disciplines of strategy, ideation, production, digital media distribution and digital and social measurement with one team, under one roof, to create elevated content for TV, digital, social and live experiences. Born from a celebrated history in Design and TV Commercial Production, Los York is a collective of multi-skilled and highly versatile creative thinkers and doers. An optimized creative strike force, unlike any other. Born ad bred as Los York. www.losyork.tv
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Colleen O’Mara @ Hype
310.839.9834, x103
Contact Colleen via email
www.hypeworld.com
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