Film commissioned by Dazed
Directed by Rollo Jackson
For the collaboration shoe between Nike and Acronym.
Music by Joy Orbison and Boddika.
The project as a whole had to accommodate numerous builds across multiple stores and installations. One of the most developed was in the London Nike store 1948. It involved multiple live streams and surveillance cameras which pointed the footage back at the customer observing the shoe. At the read of the main was were a series of podiums each containing a deconstructed scanning device which illuminates the shoe when anyone passed close by.
For the launch in Berlin we collaborated with Empty Set to curate a room which resembled a giant scanner, able to send beams of responsive light down a central column. The aesthetic of the track below was an inspiration throughout.