Play New

09.24.2021

As part of Nike's sposorship of the 2021 Chicago Marathon, their flagship store mixed the festivities with their "Play New" campaign. Hovercraft Studio had me develop the software behind a dual-purpose interactive screen. The extra-wide custom LED array transitioned between a "Play New" campaign video loop and an interactive camera experience. The camera portion mixed the campaign colors with a real-time video feed of visitors via custom shaders. The camera depth feed was used by the shader effects to blur the background and give more visual focus to the visitors. The result was an integrated, branded moment for selfies, and a celebration of the historic marathon's return to Chicago.

On the 'gram

Visitor selfies