MOBILE TRUCK

Hong Kong, 2013

Let The Run Tell You Why, Nike

The rhythms of a runner’s pace resembles the pulse of the city – constant motions flux.

https://vimeo.com/nike-mobile-truck

Nike Mobile Truck is an immersive space that serves as a simulacrum of innovative running experience in a futuristic city.

Surreal neon light signs extend infinitely, motions of velocity and celluloid cities sweep past, every step the runner takes is precisely monitored under real-time data programming. It typifies the hectic rush of postmodern city life, with a dystopian touch.

Get on the truck and put the relentless pace of urban life behind. Step into the cinematic utopia that intertwines imagination and reality, let the run tell you why.

Interactive lighting, infinite mirror reflection, generative visuals are employed in the route design that blends virtual and reality.

The treadmill is real-time programmed and adjusted according to each runner’s pace for a unique experience.

SILVER A'DESIGN AWARD Interface and Interaction Design Category, A' Design Award 2015, Italy GRAPHIC DESIGNER OF THE YEAR IDA International Design Awards 2015, United States BRONZE AWARD Multimedia-Ineractive Media, IDA International Design Awards 2015, United States DESIGN AWARD Spatial Design, Golden Pin Design Award 2015, Taiwan

Creative Director Chris Cheung Hon-him

Technical Director Jeff Wong Chun-kit

Creative Technologist Jason Lam Chi-fai

Interactive Art Designer Kwan Kai-yin

Lighting Designer Lau Ho-chi

3D Model Designer Jose Lai Hiu-fung

3D Model Designer Wong Kwun-Piu

Soundscape Designer h0nh1m

Project Assistant Sisi Lung Po-yuk

Created by XCEPT (previously named as XEX)

Client Nike