Creating a retail activations to increase product interaction and brand awareness.
MOONSHOT
NOUN; DEF: AN AMBITIOUS, EXPLORATORY AND GROUND-BREAKING PROJECT.
For this activation we were tasked to create an engaging activation using “moonshot” as the key creative consideration. Moonshot is used to describe an extremely difficult feat. This is how Nike described their innovation story.
Nike Vapormax Retail Activation
Client
Nike/footlocker
Agency
OfficeTwelve
Being the creative lead of this project, I decided to create an immersive tunnel that would sit in the front of the store. I wanted customers to walk through it and be immersed in the space theme, connect copy and then take a selfie at the end. They were encouraged to use a campaign specific hashtag and upload to Instagram.
There were no creative considerations from Nike for this project, the only information supplied were some product shots, some graphics, and the moonshot ideology.
Because of this, I focused the designs on the iconic film 2001: A Space Odyssey imagery, and tried to replicate a Nike version of this - using mirror to exaggerate the experience.
Inside the tunnel, I used gold UV vinyl to create a NASA theme materialisation as well as an array of mirrors to create an optical illusion with the footwear.
Here are some of the original key inspiration used for this project.
Interior graphical elements that lined the interior of the tunnel.
As an addition to the immersive tunnel, we had to create a mannequin moment (and VM) to show the key looks - with space being the key design takeaway.
To show off these mannequins, I created a series of mirrored plinths with illuminated graphics cut out of the mirror surface.