Nike Fuel Rally
This year Nike+ launched its most innovative digital products to date, adding Nike+ FuelBand, Nike+ Training and Nike+ Basketball to the original Nike+ Running.
Our brief was to get Japanese consumers to experience them all before they came to market.
To reach our audience, we took inspiration from a national obsession – gaming.
In central Tokyo, opposite Harajuku Station, we created a pop-up arcade for the everyday athlete, which was open for free throughout the 2012 Olympics.
One of the installations was a game of human ‘Pong’ on a purpose-built LED court. Infrared sensors capture your position. Nike+ FuelBand tracks your movement. Custom NikeFuel readers register the final score.
Thousands of players came to UGOKDISE during the two weeks it was open, playing for an average of 18 minutes on site and running around Harajuku with Nike+ for an average of 48 minutes.
The global competition helped open up a completely new, younger audience for Nike+, with a record 4.2 million new users joining the community in just two weeks.
Lead design, art direction, gameplay mechanics,
Agency – AKQA
Technical Partner – Rhizomatiks
Creative Director – Masaya Nakade
Art Direction – Nick Bastian
Advertising, Game Design, Graphic Design
Volkswagen up! Challenge
Take control of the new Volkswagen up! and race your way through three demanding urban environments. Take advantage of speed boosts and unlockable shortcuts to get the upper hand on your opponents – until they’re nothing but specks in your rear view mirror.
I worked on everything from interface design to level concepts helping to shape and define the game. The challenge was to take Volkswagen's up! design style and apply it to an interface in a creative but usable way.
Agency - AKQA
Advertising, Game Design, User Interface Design
Identity for the new one of a kind Nike GS boot. AKQA were tasked with creating a brand identity for Nike's greenest ever boot. I worked on creating the brand identity and creative direction. I then spent time art directing photography and art working agencies to create the final hero visuals.
Concept, lead design, art direction, photography
Agency – AKQA
Creative Director – Davor Kravac
Creative Director – Phil Haworth
Photography – Shahpour Abbasvand
Art work – Happy Finish
Advertising, Branding, Creative Direction
The beginning of a social campaigning platform for Nike Football Japan to build their audience and engage with the national teams fans.
My role was to create an identity for a campaign that could be used to promote Nike Football Japan's social channels and show their support for the national team.
Role: Lead designer
Agency - AKQA
Advertising, Branding, Graphic Design
Nike Barber Shop
We built on the "My Time Is Now” campaign with “Nike Barbershop”, an integrated advertising campaign featuring Italian footballer Mario Balotelli and a host of other superstars.
The campaign launched with a comical film of Mario Balotelli receiving a hair cut in a traditional Barbershop, accompanied by French player Mamadou Sakho and Argentine striker Javier Pastore.
We then created the Nike Barbershop App, which enabled football-obsessed teens to emulate their heroes’ hairdo by trying out famous footballers iconic styles and sharing them with friends. Choosing from The Neymar, The Balotelli and The Ramos among others... The best submissions were personally invited to visit one of three real world Nike Barbershops in Madrid, Milan and Paris, where their chosen style was cut for real. A pop up Nike Barbershop also featured in Warsaw during Europe’s major football tournament during the summer 2012.
Thousands of kids made their mark with a new Nike-inspired haircut and spread the word across social media sites Twitter and Facebook. Even Mario Balotelli himself got involved, trying the Patore and sharing it with his 2 million Facebook fans.
Advertising, Branding, Web Design
This image was made for a pitch. The brief was to create a thriller inspired poster design to promote a treasure hunt competition. It was a great little project to get as I love old movie posters. I decided to do a bit of mashup of 50's Saul Bass inspired posters with a bit of grindhouse trash.