︎︎ Slip on the NIKE Motiva shoes, hop on the treadmill, and take control with the remote. We present 3 captivating scenes - Neighborhood, City, and Park - igniting your curiosity and rekindling the joy of urban discovery. Vibrant colors, iconic elements, and immersive soundscapes define each scene, while fascinating walking facts enhance your journey.
︎ NIKE
︎ NIKE HUAIHAI HHBE
︎ May. 2023
︎ StudioNOWHERE
︎ Art Direction / Design
︎ Urban Exploration_Neighborhood
The walk in Neighborhood starts with a cup of coffee. we create an immersive ambiance with directional signs, bicycles, traffic lights, and the sound of bicycle bells, people talking etc...
︎Urban Exploration_City
Walking into the City, consumer can start a City Walk while capturing moments along the way. We designs the visual to prompt a deceleration, allowing consumer to fully experience Motiva’s exaggerated rocker that helps provide a smooth transition, propelling consumer forward.
︎Urban Exploration_Park
Consumer can have a dog walk chilling in the Park. We set the Park as the final scene of urban exploration for highlighting Motiva’s durability and traction while on the go. Consumer can take deep breath in this lush greenery and end the journey gradually.
︎Throughout the walk, the screen constantly displays the number of steps taken, interspersed with walking fun fact. At the end of the experience, consumer can learn about the calories burned during the journey and access QR codes for more offline NIKE community activities.
︎The end of the in-store experience can lead to more offline experience, we encourages the consumer together with NIKE: put on your shoes, step outside, let’s embrace the city and nature more!
︎The end of the in-store experience can lead to more offline experience, we encourages the consumer together with NIKE: put on your shoes, step outside, let’s embrace the city and nature more!
︎StudioNOWHERE
Creative Direction: Ryan Hu / Wu Yan
Art Direction: Wu Yan
Design: Wu Yan / Keyi Gu
Animation: Erica Yang
Software Development: Michael Chang / Keyi Gu
Hardware Development: Juncheng Chen
Sound: Soundink
Art Direction: Wu Yan
Design: Wu Yan / Keyi Gu
Animation: Erica Yang
Software Development: Michael Chang / Keyi Gu
Hardware Development: Juncheng Chen
Sound: Soundink