The HyperAdapt 1.0 is the first ever self lacing shoe to be available for purchase. My contributions to the launch of the product included co-creating a 2 week social marketing plan as well as asset creation to build hype around the shoe.
As part of that plan, we decided to give viewers an inside look at how the product works. We took the traditional paper manual of the shoe and made it more meaningful and immersive by reworking it into a video featuring the designers of the shoe, Tinker Hatfield and Tiffany Beers. My role on the video included storyboarding, set design, creative direction, and all graphic animations.
Nike Mag
The Nike Mag is the shoe that Nike envisioned when Marty McFly traveled through time in the 1989 film Back To The Future 2. In October 2016 Nike held a draw to win one of 89 self lacing pairs of Nike Mags. All proceeds went to the Michael J. Fox Foundation to help find a cure for Parkinson’s Disease.
After donating and signing up for the draw to win the shoes, users were given a sharable digital video ticket as a confirmation. I was asked to create a looping video that participants would be excited to share to friends on social media.
The colors are a subtle hint back to the holographic materials used in the clothing Marty McFly wore when he traveled to the future in the movie.
