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Sneakers Act As Paintbrushes in Nike Installation

In Toronto, in-store experience lets consumers create art

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Nike Canada is letting consumers use sneakers as paintbrushes in an interactive installation at Sport Chek's flagship store in Toronto at Younge and Eglington.

The installation, created by agency Blast Radius and design and visual effects studio Mirada, centers around two unique Nike sneakers designed by artists James Jean and David Choe. It allows shoppers to manipulate original artwork by Jean and Choe on an interactive 108 x 96 inch wall to create their own designs, accompanied by music from DJ Cut Chemist. By moving and tilting a sneaker in various directions, shoppers can unlock different features allowing them to manipulate both the art and the audio.

Mirada's artists, led by creative drector Kevin Lau, obtained both original and existing artwork from the artists, and separated out each piece into its various layers using Photoshop. Then artists animated each individual layer.

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About

Credits
Date
Apr 11, 2013
Agency:
Blast Radius
Client:
Nike Canada
Prod. Co.:
Mirada
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