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Design & Creative Direction
Nike Test Stride
Interactive, Content Design, Generative
Credits
Exec. Creative Direction –
Jason White
Interaction Director –
Austin Mayer
Executive Producer – Gina Giambalvo
Art Direction & Design – Alexis Copeland & Gareth Fewel
3D Design & Animation – Krzysztof Pianko
Launched in Shanghai, Nike's Global Sportswear team created an experiential event dubbed Test Stride to connect media and VIP influencers to a new weatherproof product line.
A part of Leviathan's creative team, we partnered with Nike to invent a pop–up experience complete with a 170–foot–long interactive obstacle course. The competitive event used human motion to trigger visuals, track participant's scores in real–time, while an automated photo–capture feature displayed their victory across a vivid 30–ft–wide display.
The entire event space was thoughtfully designed to have a heavy emphasis on attendee experience and engagement. Starting at the entrance of the space, participants were guided along an art gallery inspired product display to the event's obstacle course. Throughout the participant journey, we looked for visual consistencies that would tie the overall look and feel back to the Nike brand while also connecting the participants to a unique and memorable product experience.
Our creative focus for the event was to highlight very specific product features and benefits, such as the product lines’ ability to keep wearers warm, dry, and safe from slipping, as well as protection from the treacherous weather conditions of winter. To best demonstrate these product benefits and value, the obstacle course was designed to recreate real–life scenarios that allowed attendees to climb, jump, race, and overcome weather elements first–hand.
