Dazed Digital and Nike FIELD Project Incorporates Human Action

By: Katherine Vong - Published: Aug 7, 2012 • References: dazeddigital & popsop
Dazed Digital magazine has teamed up with Nike on a unique digital project called Nike FIELD, an interactive audio visual experience that incorporates music, digital technology and human action.

Promoting the sportswear brand's innovative FuelBand product, the Nike FIELD film was made in collaboration with the music producer Nosaj Thing, the Swedish studio DinahMoe and FAIR, a design and technology collective based in Los Angeles.

Nike FIELD comprises an interactive video that can be altered by using your keyboard and mouse. For example, gliding your mouse's pointer across the screen or tapping a key on your keyboard will change the direction and color of the film's digital imagery. The music for the film was written by Nosaj Thing, who was inspired by Nike's FuelBand, reports Popsop. Stats for Interactive Audio Visual Collabs Trending: Older & Chilly
Research: 673 clicks in 197 w
Interest: > 3 minutes
Concept: Nike FIELD
Related: 70 examples / 54 photos
Segment: Neutral, 12-55
Comparison Set: 26 similar articles, including: sporty ballet shoes, everyday champion advertisements, and video game fitness ads.