Nike Design & Branding VJ by Mirada

VJ

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency Mirada
Creative Director Steve Di Lorenzo
Producer Michelle Leavy
Editor Mike Merkwan @ Stardust
Released January 2013

Credits & Description

Advertiser: NIKE
Agency: MIRADA
Category: Temporary Retail
Sound Designer: Cut Chemist (Mirada)
Lead Artist: David Choe (Mirada)
Producer: Michelle Leavy (Blast Radius)
Executive Creative Director/Partner: Mathew Cullen (Mirada)
Technologist: Rob King
Coordinator: Ryan Hitch (Mirada)
Creative Director: Steve Di Lorenzo (Blast Radius)
Designer/Animator: Evan Di Leo (Mirada)
Executive Producer/Partner: Javier Jimenez (Mirada)
Head Of Vfx/Animation/And Digital Production: John Fragomeni (Mirada)
Senior Art Director: Kevin Lau (Mirada)
Creative Lead/Producer: Matt Winkel (Mirada)
Editor: Mike Merkwan (Mirada)
Designer/Animator: Simon Chan (Mirada)
Designer/Cell Animator: Ashley Beccera (Mirada)
Lead Artist: James Jean (Mirada)
Executive Producer: Patrick Nugent (Mirada)
Production Manager/Hr Director: Tina Van Delden (Mirada)

Outcome
Fast Company listed Nike as #1 Most Innovative Companies for 2013, which extends to their approach of the retail experience. The Nike VJ installation puts fun at the foreground of product exploration and interaction creating a connection between consumer and product prior to leaving the store. Nike and Sportcheck are exploring updating content for future products and other phase two initiatives such as building these at other retails stores.

Client Brief Or Objective
The Nike VJ experience is intended to push the boundaries of the consumer retail experience by enabling them to express themselves through original art and music inspired by product. Using the Nike shoes as the controller, the end user can manipulate audio and visual components – elevating their individual self-expression and audio/visual performance.

Implementation
We designed visual elements inspired by the Nike Free 3.0 and Air Max and brought them together with deconstructed elements from the famous works of James Jean and David Choe. Each side of the two shoes triggered unique digital ‘brushstrokes’ that were made from combining sneaker iconography, artist imagery, and then animating each element. The audio was created to reinforce the spirit of the shoe and sport, and the user could switch loops by rotating the shoe. Simple gestures ‘scratched’ the audio and unlocked gaming ‘Easter eggs’ and special pieces of art.

Brief Explanation
We set out to create an aspirational artistic experience. Similar to when the average consumer laces up a pair of Air Jordans, the installation was designed to elevate the creative play of the average user. Exceptional audio, visual, and technological talent deftly blended their respective crafts so users of all skill levels left inspired by Nike’s “If you have a body, you’re an artist’ message. Designed for one or two players—high user turnover or extended play—Nike VJ approaches creativity as sport and is built for Nike’s special demographic: everyone.