Nike – Write Your Headline

Working with Wieden and Kennedy we produced this installation for Nike on the edge of Soccer City, Johannesburg for the World Cup 2010.

The installation, created as part of Nike’s Write the Future campaign, was exhibited across a custom built screen measuring 44 meters high, the biggest in the southern hemisphere.

The piece was a dynamic animation system that pulled moderated text submitted by fans from a variety of Nike digital social spaces (managed by Deeplocal in Pittsburgh, USA) across the screen and into a giant animation of World Cup player portraits. Multiple text feeds built up each image, which pictured the player that the fans text submissions referred to.

A separate system was provided for photographically documenting all the submissions (a photographer shooting in the early hours of the morning) which were then posted on an online gallery and sent back to the fans that had submitted the text.

View ‘Koby Bryant Light Up Johannesburg’ video:  http://www.youtube.com/watch?v=hJHiM64zu5g