“Nike asked us to create a brand experience at the US Olympic Trials – Track & Field, in Eugene, Oregon, that would attract athletes and fans to the ethos of Nike running footwear. We crafted two experiences in a series of massive, enclosed domes at the center of the event. In the Innovation Dome, a large-scale, code-generated sculptural projection portrayed the speed, data and beauty of Nike running footwear. Generated in real time, the installation’s evolving audio and visuals were completely unique at every viewing. In the Trial Dome, sixteen runners at a time competed on treadmills in a 360-degree virtual environment. These competitors ran for 60 seconds on a series of ‘infinite roads’ against Olympic athlete Evan Jager’s top speed. Each runner viewed her or his stats and progress in real time, overlaid on the virtual roads. At the finish line, the runners saw their ranks on a floating leaderboard, and we automatically e-mailed them high-resolution photos of their races that also showed their personal stats, for a lasting digital takeaway.”