Nike Game of Go
Product launch, activation, brand + product experience. Los Angeles, USA. Interaction, game + experience design, production.
MediaMonks, Los Angeles, 2018
Celebrating the launch of the new Nike React, Wieden+Kennedy asked MediaMonks to create an installation that gives people the ability to virtually compete against one another while testing out the fit and feel of the new sneakers. At MediaMonks we designed the game as well as the installation, creating an experience that uses motion-sensors to render runners in real-time on massive LED screens in the middle of L.A.
The Installation
Customized treadmills were built to allow people to dash and jump in the game while being partially suspended. A technological tour de force, Game of Go attracted press across the nation and became the highest-scoring FWA project of all-time.
The Gameplay / Experience
Creating and integrating into the physical installation an iconic, 400-meter-long virtual running track. The 3D track featured the best elements of a traditional dash challenge, but was also full of surprises. The same was true for the 3D avatars, who were just right amount of cute and courageous, with runners pointing and cheering as their characters crossed the finish line.
