NIKE MOBILE TRUCK Innovative Running Experience by XEX / XCEED

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DESIGN DETAILS
DESIGN NAME:
NIKE MOBILE TRUCK

PRIMARY FUNCTION:
Innovative Running Experience

INSPIRATION:
Running in a "Tron-Like"; City.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The campaign is initiated by a core message 'Let the Run Tell You Why'. The client would like to create an innovative running experience for their newly launched shoes. So, we created an installation inside a mobile truck and let it stop by different targeted running spots for the shoes trialling. On beyond, the installation would need runners to drop down their reason for the run and share through social network to inspire others.

OPERATION / FLOW / INTERACTION:
1. Step on the truck 2. Go through the infinitive and interactive lighting effect 3. Step on the treadmill and choose a running truck out of three, which are different levels and difficulties 4. Start running. 5. Finish running. 6. Write down the reason why you run. 7. Get off the truck and share the image of user's running on the social media platform. 8. Get the printed image with an QR code allowing user to view their running video and share to social media platform.

PROJECT DURATION AND LOCATION:
The project started in December 2013 and finished in January 2014 in Hong Kong. The campaign dropped by 23 running hotspots around Hong Kong. It also appears in the Nike's Sport Day that drew a lots celebrity, media and press to cover the work. The photos and videos of 'I Run For' in the installation are widely spread through Facebook and Instagram, it allows them to share their reason for the run and keep inspiring the next.

FITS BEST INTO CATEGORY:
Interface and Interaction Design

PRODUCTION / REALIZATION TECHNOLOGY:
1. An infinite LED mirror system is setuped on both side created an internal reflection which extend the depth of space. The sequenced light program brings out an epic lead-in. 2. 3 extended projection screens connected to the hacked treadmill is to create an immersive running experience. 3. The 3D gaming environments are simulating Hong Kong famous marathon runway in futuristic abstractions. 4. The algorithm of the generative visual in the user interface design is inspired by the Nike Flyknit innovative knitting technology.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The installation was setup inside a 6 meter long mobile truck. The infinity LED mirror system setup on both side. Interactive treadmill was hacked by using Arduino micro-controller and it connected with the the 3D game engine to adjust the speed and incline level. 3 running tracks modelling based on the marathon runways of HK and to recreate a futuristic abstractions. They were built on a Unity3D game engine, and it will be synchronised with ambience light to create an immersive experience.

TAGS:
futuristic experience, immersive environment, new media, interactive, installation, generative, 3D game,

RESEARCH ABSTRACT:
As the campaign's core message is Let the Run Tell You Why, in the installation, we tried to let every runners behold their ambitions in their run. So, we let them to drop down a line for their reason of running. We have a blank field following the phrase "I Run for", we hope that they could give a meaning to their journey and keep inspiring the next.

CHALLENGE:
The hardest part is to synchronise the infinite LED mirror, projection, game control interface and interactive treadmill to the server together. The high speed mobile network is a challenge and some of the running spots have got weak wifi signal. We spent most of the time to advance the game flow performance.

ADDED DATE:
2014-06-20 00:42:02

TEAM MEMBERS (11) :
Creative/Artistic Director: Chris Cheung Hon Him, Code Visualist/Creative Technologist: Jason Lam Chi Fai, Technical Director: Jeff Wong Chun Kit, Interactive Designer/Programmer: Kwan Kai Yin, Lighting Programmer: Lau Ho Chi, Cinematographer/Photographer: Wong Luk Ho, 3D Modelling: Alexander Wong, Jose Lai, Music and Sound Design: Himprovising, Interior Contractor: Wong Yu Ching, Project Assistance: Sisi Lung and

IMAGE CREDITS:
Image #1: Chris Cheung, Nike Mobile Truck Interior, 2013.
Image #2: Chris Cheung, Nike Mobile Truck Digital Interface, 2013.
Image #3: Chris Cheung, Nike Mobile Truck Interactive Experience, 2013.
Image #4: Kwan Kai Yin, Let The Run Tell You Why, 2013.
Image #5: Kwan Kai Yin, Nike Mobile Truck 3D Game Design, 2013.

Visit the following page to learn more: http://goo.gl/UCDG8E
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Nike Hong Kong

PROFILE:
Nike is the world’s leading innovator in athletic footwear, apparel, equipment and accessories. Nike sells an assortment of products, including shoes and apparel for sports activities like association football, basketball, running, combat sports, tennis, American football, athletics, golf, and cross training for men, women, and children. Nike also sells shoes for outdoor activities such as tennis, golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing, and other athletic and recreational uses. Nike is well known and popular in youth culture, chav culture and hip hop culture for their supplying of urban fashion clothing.

NOMINATION DETAILS

Nike Mobile Truck Innovative Running Experience by Xex/Xceed is a Nominee in Interface and Interaction Design Category.

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AWARD DETAILS

Nike Mobile Truck Innovative Running Experience by Xex/Xceed is Winner in Interface and Interaction Design Category, 2014 - 2015.



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