With the release of their latest product— the Nike+ Fuelband— and the creation of a new standard for tracking individual daily activity— Fuel— Nike asked us to interact with their audience on a personal level; to humanise the technology, and give meaning to their newly created activity metric, through the creation of an immersive experiential installation.

With this collaboration, we were tasked with personifying the concept that 'Life is a sport and everything counts' thereby amplifying the product benefit in both form and function.

Within Nike’s campaign brief was the express task of fostering conversation and stimulating buzz around the Fuelband. Since January, the responsive Fuel Wall has grown to accommodate the audience in front of it, and the community gathering around it. Beginning as a backdrop to an intimate press event, the wall took centre stage when its interactive programs were installed at the flagship NYC store for 30 days. Finally, as Nike took over a city block in down-town Austin during the SXSW festival, the larger-than-life installation became a point of interest for thousands of people every day.

We initially developed a immersive media launch event and participatory art installation around the concept of 'what fuels New York'. This evolved into a day of high energy missions and cultural activities all over the city, where the influencers were broken into teams and competed to earn the most fuel points.As a launching ground for the missions we created a futuristic departure space with motion-activated interactive light installations and leader boards displaying real-time fuel data. The FUELWALL interactive light installation became the inspiration for a series of responsive LED wall installations that we created in conjunction with Nike+Fuelband launch events.

The FUELWALL was a physical manifestation of the feedback provided by the Fuelband. Translating the motion and activity levels of the viewers into colour and custom-generated animations. The wall displayed a series of responsive programs developed specifically for the events, encouraging viewers to become active participants as they interacted with the wall.