The Gurr

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Tasked with launching Nike+ Fuel in Japan,  we took inspiration from a national obsession – gaming. Creating a pop-up arcade for the everyday athlete in the heart of Tokyo's Harajuku district.
YEAR
2012
ROLE
Art Direction
Game Design
AGENCY
AKQA

The Game

The main attraction, a game of 'Human Pong’ designed to highlight Nike's new exercise metric FUEL – a simple  way to measure movement. The aim of the game? Keep a rally going as long as possible and earn as much FUEL as possible.
Nike Ugokidase / Gameplay
Nike Ugokidase / Gameplay
Nike Ugokidase / Logo
Nike Ugokidase / Fuel Band
CRedits

Creative Director / Masaya Nakade
Senior Creatives / Nick Bastian + Guy Bingley
Art Director / Neil Gurr
Technical Partner / Rhizomatiks