by Neal Bryant .

Nike Building Twist - Wieden and Kennedy
SHOWstudio Tech Update

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Wieden+Kennedy are renowned for producing creative projects with a technological twist. As part of their on going relationship with Nike, the Japanese branch of the agency have produced a projection mapping piece that is controlled by one of the Nike Free Twist shoes that they are promoting.

There have been quite a few examples of projection mapping recently with varied success, but the inclusion of an unusual controller in this example adds to the 'magic' of the seeing a building appear to be moving in front of the onlookers eyes. This combined with a high quality projection (albeit not as elobrate as some examples that viewers simply watch) and familiar soundtrack makes for a very effective project and promotion tool for Nike.