During the Copa America in Chile, Nike wanted to celebrate South American Soccer. To commend this unique way of playing the game we designed The Creation Lab. An immersive experience that transformed each movement into a unique experience. Each performance was processed and projected in real time on a screen transforming soccer into art.

We designed an installation that took each of their movements and transformed them into a unique visual expression. An experience where multiple 180 degree cameras recorded each movement and then processed and translated the movements in real time, creating art from Soccer (Football).

The Creation Lab was launched in two countries: Argentina and Chile during the last edition of the Copa America in Chile.

• In Argentina the installation lasted 21 days and a total of 15,120 people interacted with the Creation Lab.

• In Chile the installation was open during 7 days and 5,000 people dared to create with the Lab.

When South American players travel to compete in the best leagues around the world they struggle with the structures and formulas. We wanted them to be inspired again and to do that we wanted to create a unique experience.

That’s why we designed an installation that transformed a sporting discipline into an artistic expression. We created an experience for soccer players where multiple 180 degree cameras recorded each movement and then processed and translated the movements in real time, creating art from Soccer (Football). One by one, they were inspired by they own movements.

When South American players travel to compete in the best leagues around the world they struggle with the structures and formulas.

With the Copa America in Chile, we wanted to inspire players to regain the creativity in their style of play.

-Copa América Chile 2015 is one of the main football events in Latin America. An opportunity for Nike to celebrate South American soccer.

-When South American players travel to compete in the best leagues around the world they struggle with the structures and formulas, that’s why we wanted to create a unique experience that would reach people directly and allow them to be inspired by they own movements.

-Objective: Communicate the launch of the Hypervenom 2.