The ask was to transform a prototype technology into captivating objects and consumer journeys representing the company's top strategic priorities.
Yuss!
I worked closely with the project’s stewards – its engineers, footwear innovators, and material designers – to understand the current state of being.
I used a broad range of traditional graphic prepress and lithographic printing techniques and tricks, as well as tons of “it would be so cool ifs,” to showcase the cutting-edge capabilities of the project. We not only highlighted capabilities but uncovered new tactile/visual effects and customer entry point opportunities while exposing a few bugs and limitations.
The culmination of this effort resulted in the creation of 39 physical footwear prototypes divided into two seasons of work. The CMO and CFO could handle the sample, examining fidelity or texture, while listening to its customer journey and ultimately gauging the project's progress and technology's viability at scale.
Reminiscent of a future black-ops laboratory, it’s always a treat to work in the highly secure environment of Nike’s NXT.