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NIKE Epic REact instant go!
Niketown Soho
Hovercraft partnered with Nike to create a unique, self-propelled treadmill game for customers to test the new Nike Epic React at Niketown SOHO in New York. The project was designed and completed in just three weeks, making it one of the most ambitious digital initiatives ever undertaken by Hovercraft.
Completed at
Hovercraft
Roles
Art Direction
User Experience
Illustration
To ensure that users could fully experience the four key benefits of the product, we began by mapping out a user journey. We used low-poly geometric forms to create a visual aesthetic that aligned with the Epic React ad campaign.
Before we began modeling and rendering the experience, we created storyboards to guide the development process. These storyboards highlighted how we wanted each of the four product benefits to be brought to life in the final experience.
Due to its overwhelming success, the treadmill experience was later moved to a flatscreen at Niketown Chicago.
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