We have just launched a brand campaign for Glow Run Australia, an exciting new running event to be held across Australia in 2013 starting in Melbourne.

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The brief, 2 big days in the Mission District, eating the food, taking in the culture and generally filling up on inspiration from the hand lettered, neon, naive and decorative typography and proud shopfronts, signage and murals of the area. Essentially a type fiends dream, fueled by amazing food. Thanks Gary.

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Located in a custom event dome on the ground floor of the Galleria in Hoston, Area72 allowed Visitors to engage in 3 distinct planetary zones as well as a zone for Nike Sports Wear and an additional series of custom footwear. The space also included a customisation zone for product to be customised on the spot with the preference of the fan. An adjacent Footlocker was dedicated to the All Star range for the duration of the event and was wall to wall with hungry fans all weekend.

As not a lot of the work we produce for Nike reaches us here in Australia, to see all of our ideas come to life was inspiring. From neon, smoke machines, planetary installation/chandelier to footwear terrariums and on it goes. To visit the event and experience the depth, detail and strategy behind the event was a massive learning exercise. Our contribution was on overall concept development and campaign art direction drilling down to design elements including custom typography, digital interfaces and installations for the event space and retail experience which was interpreted and applied to all other related activities such as offsite coaching clinics other associated activities.

In addition to experiencing how our work is applied and constructed, it was also great to see how the many different divisions and offices within Nike combine to create a total experience locally at the event, in Houston, simultaneously through key retail stores in the USA and the simultaneous social media impact it created, prompted by the #ballbeyondlimits hash tag and real time event social media wall on site. By the end of the weekend visitors had uploaded over 700 images to Instagram including the culmination of the event where each of the 3 athletes were presented with their game shoes for the All-Star game itself on the event stage adjacent to the dome.

Casting back to late last year when we were first briefed it’s inspiring to see the entire campaign of activity from the event space, the footwear design, the retail experience and all other channels of communication responding directly to the strategy at every level.
More project images will be on our site soon.

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We have archived our old blog and hope that this won’t make anyone upset. After all, it’s about moving forward — not looking back, right?

Thanks for stopping by. Please drop us a line of feedback on the new site if you are so inclined. Cheers — Adam, Andy, Jonathan & Jesse.

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