Summary

Nike transformed the London Eye into an electrifying try-on experience for the release of their most responsive Pegasus ever, the Pegasus Premium.
A group of  World Class and Olympic athletes stepped into fully interactive trial pods, engineered to convert every stride into visual and sonic energy, joined by local running crews to power the experience from the ground up.

With each footfall, real-time generative light and sound animations responded, amplifying their power, their speed and unity. In a race against the wheels 30 minute rotation, athletes competed to generate the most energy, turning the London Eye into a symbol of performance and connection.

Client

NIKE

Lead Agency

Uncanny Valley Studio

Production Partners

North Six
Pixel Artworks
Vivid Broadcast

Scope

Experience Design
Art Direction
Live Design
Interactive Direction
Sound Direction