Nike Print ReactLand, 2 by Wieden + Kennedy Shanghai

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ReactLand, 2

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Ian Toombs, Vivian Yong
Creative Director Hesky Lu, Okan Usta
Art Director Josh King
Copywriter Aier Xu
Released March 2018

Credits & Description

Brand: Nike China
VP Marketing: Steve Tsoi
Senior Director of Brand Experience: Simon Lee
Director of Greater China Brand Communications: Che Lin Senior
Brand Manager: Miao Wang
Agency: WIEDEN+KENNEDY SHANGHAI
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Okan Usta, Hesky Lu
Art Director: Josh King
Copywriter: Aier Xu
Head of Integrated Production: Sanne Drogtrop
Creative Technologist: Rhys Turner
Interactive Producer: Xiong Xiong
Producer: Fang Yuan
Tech Developer: June Xie
Senior Planner: Leon Lin
Planner: Carina Huang
Business Director: Dino Xu
Senior Account Manager: Qinna Ye
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: Helen Yu
PR Manager: Evelyn Hsu
Production Team
Executive Producer/s: Marc D'Souza
Producer/s: Yi Nong Dong, Martino Butti
Project Manager/s Feodar Voloshin, Mengwei (Grace) Guo
Game Director: Alexander Horton
Creative Director: Yifei Chai
Pixel Artists/s: Gustavo Viselner, Bruno Moraes, Romain Courtois
Game Designer: Jakub Jakubowski
Art Director/s: Karol Goreczny, Mariusz Kucharczyk
Product Design: Yu-Chang Chou
UX Lead: Silvia Massotti
Designer: Mitch Fernandes
3D Model: Julien Didisheim
Character Animation: Virgil Tanasa
Character Rigging: Brian Horgan
Sound Design: Jamie Finlay (Sound Designer)
Tech Lead: Andrew Oaten
Hardware Developer/s: Christian Bianchini
FE Developer/s: Payulina Banasiak-Pietraszek, Kostas Tsergoulas
Head of QA: Dominic Berzins
QA Staff: Tom Watson, Rozzie McCann, Adam Mingay, Evi Nathanaili
BE Developer/s: 31ten (WeChat integration)
FE Developer/s: Maja Matusiak
Tech Support: Maciej Dudek, Jorge Esteves, Ivan Tchekashkin, Cristian Bovino, Alexandre Schnoebelen, Senthil Seveelavanan
Producer/s On-Site: Lin (Rainie) Ma, Bei (Bella) Yu, Ming Xuan (Vincent) Zhang
Production Assistant: Rose Hung
Post Production - Animation
Company: Dirty Robber
Executive Producer: Jason Puris
Producer: Jamie Qualtrough
Creative Director: Nick Frew
Animator: Hombre McSteez
Editor: Oliver Riley-Smith
Creative Studio: Curious Beast
EP: Colin Brown
Producer: Colin Brown
Director: Dante Zaballa
Lead Animator: Dante Zaballa
Sound design: Josh Derry
Published: March 2018
Synopsis:
Nike transports runners into a video game, blurring the line between gaming and in-store product trial
Nike reinvented cushioning with NIKE REACT technology for the new Nike Epic React running shoes. It’s a shoe that combines bounciness and softness, while keeping it extremely light and durable. But how do you communicate all of these characteristics to the consumer during a 3 minute in-store trial?
Welcome to Reactland. To communicate the feeling of NIKE REACT technology, Nike China and its long term creative partner Wieden+Kennedy Shanghai launches an immersive video game experience in store where people can trial the shoes, transport themselves into the game as the main character and enter a fantastic land populated by the soft springy characteristics of NIKE REACT. This fantastic world is populated with clouds, springs, pillows and other fun elements to metaphorically demonstrate the benefit of NIKE REACT technology.
Reactland boldly challenges traditional in-store shoe trialing by combining entertainment, sharability and product education into a 3 minute experience.