Wieden+Kennedy Shanghai wanted to create an experience people would never forget to promote the Nike React brand. UNIT9 were invited to build an installation across China that runners couldn’t stop talking about. It’s a real-time video game, and the players are the fans. UNIT9 set up the experience in four major cities and lucky visitors couldn’t wait to jump right in.
Using a green screen, UNIT9 snapped images of each player so they could place them directly into the game. Then they invited them to strap on a pair of Nike React shoes and run on a treadmill so they were moving through the game world as an actual character that looked just like them. The virtual world harkened back to old school games, but with a modern twist—they ran through streets, jumped over obstacles and climbed up buildings based on real locations. The features of the shoes were built seamlessly into the experience, and of course, there was an opportunity to snag their own pair when the game was finished.