In case you haven’t already heard… the FuelBand is Nike’s foray into the world of personal activity trackers. The company recently debuted its latest entrant into the personal fitness field, the Nike+ FuelBand. It’s a sleek wristband that uses a tri-axis accelerometer to keep track of the steps you’re taking, the calories you’re burning, and most importantly, how much NikeFuel you’re accumulating, a new metric that can measure all of your daily physical activities
We temporarily planted a team in Beaverton, Oregon for pre-production work with Nike’s famed creative design team. Working with Nike’s Executive Team, and LA based Now & Zen Productions, we went on to produce a world-class (their term) presentation package, offer technical production, and on-location video production for the high profile media event.
The project was the global launch of Nike Fuel technology, and the Nike Fuelband product. The live event, held in the heart of New York, was hosted by Nike superfan, Saturday Night Live alum, and new Tonight Show host, Jimmy Fallon. Utilizing the latest available MacPro systems, we asked a handful of very talented artists, to push a beta version of Apple’s Keynote & Final Cut Pro X software to their limits. The systems and software thankfully held up to our crazy deadlines, massive files, and endless creative… “what if we try this” scenarios, to beautifully fill the stunning, custom designed, presentation space.
Following the design of the Fuelband product itself, the 95 foot wide, curved LED panel system screen, served not only as an immersive “surround” presentation surface, filling the audience’s entire view, but also as the backdrop to our set. The presentation included celebrity Nike athletes and artists, including Kevin Durant, Lance Armstrong, QuestLove, any many more.
We were honored to provide technical direction, custom graphics, video, and animation support for this presentation. It was streamed live via webcast, and has counted over two million viewers globally.