Executive Creative Technology Director
at
Crispin Porter + Bogusky
Boulder, Vereinigte Staaten von Amerika
| Titel | Nike Motivational Experience at the San Francisco Women's Half Marathon |
| Agentur | School |
| Kampagne | Nike WHM SF 2014 |
| Werbende | Nike |
| Marke | Nike |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2014 / 10 |
| Geschäftsbereich | Sportmannschaft, Sportereignisse |
| Slogan | Nike Motivational Experience at the SF WHM 2014 |
| Story | School worked with On Board Entertainment to create personalized, motivational screens for the Nike Women’s Half Marathon in San Francisco, October 2014. The screens were situated at the beginning of the last mile in the race, and motivated runners with a personal message on 23′ trailer-mounted jumbotron video screens. Just before they approach the motivational area – complete with cheerleaders, japanese teiko drummers, two emcees and a grandstand – runners cross over a race timing mat that instantly reads their RFID enabled race bib. That information is read by the custom application that controls the video content on both screens. When the RFID info is read, it’s looked up against a database of runners’ names, and merged with a random motivational message written by the Nike and OBE team. Within seconds, the name is shown either by itself on the left screen, or in a running list of all names on the right screen. The application balances runner density with the speed of the runners to select which screen their message appears on. School produced the installation, wrote the custom application, created all graphics and motion graphics and shot and edited the action – with help from drone operator Forrest Hirtzel. We are already excited about what’s happening at the DC half marathon in Spring 2015! |
| Philosophie | Extent the on-course motivational experiences from the 2014 DC WHM, continuing to leverage the built-in RFID technology used in the race bibs and official timing mats. For the SF race, we increased the size and quality of the digital displays, oriented the mats and screens in a way that increased visibility and anticipation and optimized the creative to respond to the density of runners so that every single racer would see their name on one of the screens. |
| Problem | Handling an additional ten thousand runners (over 25,000 in total) was a difficult challenge to overcome. We wanted to ensure 100% coverage of the racers, as well as bring in a more dynamic and eye-catching visual display. |
| Ergebnis | School overhauled the graphics and recreated them in a way that connected the two different screens in a logical way. We also rewrote the custom application to handle a single point of control between both screens, so that all of our systems would maintain sync throughout the race. This gave us increased accountability of all of the parts of the experience, and gave us immediate analytics and statistics after the race that confirmed us hitting 100% coverage of all of the registered racers. |
| Medientyp | Promotion & Events |
| Länge | |
| Mehr Informationen | http://schoolhelps.com |
| Kreation / Art Direction | Joe Corr |
| Software Entwickler | Eric Miller |
| Creative Producer | Cristina De La Fuente |
| Grafik-Designer | Niko Dellios |
| Cutter | Rose Corr |
| Kameramann | Forrest Hirtzel |