BRIEF
Create a mobile-first interactive experience to support the launch of the new Nike React Element 55.
Experimenting with the most reactive element in nature - Nike React55
Kids creative agency developed the Nike React Element 55 web launch with Nike and Zalando for Germany, France, Holland, Spain, Italy, and Switzerland.
Client
Nike
Year
2019
Role
Creative direction / Concept development
ABSTRACT
The React Element 55 began as an experiment combining algorithms and user-generated data. The outcome is an outsole that provides optimal comfort to the foot. The upper part is inspired by cesium, the most reactive element in nature. Naturally, the experience we created mimics this reactiveness, combining different forms of user input to create a vivid and unique digital experience. WebGL made it possible to create this experiment and deliver a world which transcends the React55 characteristics, even for mobile users.
CREDITS
Nike - Orla Tiffney
WebGL development - UNDEV
3D artist - Lihn May
Web audio - Alexander Wallin
Prototyping – Mickey Van Olst / João Fonseca
TOPICS COVERED
WebGL
WebAudio
Ideation
Concept development
3D modelling
