FIELD by Julieta Capria

julietacapria — 2016-01-16 20:49:46 UTC

NIKE- FORCE OF NATURE

"An interactive running installation that transforms your portrait into a Force of Nature. Using Kinect interaction and a treadmill fitted with custom sensors, the installation takes the runner through a journey of immersive visual effects that amplify the feeling of getting into the flow of running."

"Nike- Force of Nature." Field. Field. Web. 16 Dec. 2015.

julietacapria — 2016-01-16 20:49:57 UTC

julietacapria — 2016-01-16 20:52:55 UTC

The idea of making running on a treadmill more fun and entertaining is a great concept, since a lot of people struggle with that- and running in the same place for 30 minutes does not sound like any fun.

I think that making something that is so static, like the treadmill, into something with so much movement and so interactive, through technology is magnificent. It definitely gives you something to think about and look at while running. Art through movement is always attention grabbing, and thought provoking. Using the persons movements in order to stimulate and amplify them is indeed great.

Although I like the piece and what it stands for, I think it could have been more interesting if they amplified their movements and projected it onto more than just one surface or wall, maybe it could have been applied to more than one, or even the floor they're running on. I feel like this would make the runner feel more captivated, as well as involved in the art- almost trapped in it. Maybe adding more surfaces could tell a better story

julietacapria — 2016-01-16 21:08:22 UTC

julietacapria — 2016-01-16 21:14:37 UTC

julietacapria — 2016-01-16 21:15:18 UTC

NIKE- UNTOUCHABLE SPEED

"For Nike's Gear Up for Game Day campaign FIELD created a suite of films, retail installations, online and social media assets to promote the NFL Games hosted at London's Wembley Stadium in autumn 2015."

"Nike- Untouchable Speed." Field. Field. Web. 16 Dec. 2015.

julietacapria — 2016-01-16 21:17:17 UTC

I think it's interesting how both projects have very similar aspects to it. This shows that they are working well alongside the client to fit the brands needs, and can maintain the essence of the brand, which is important in the business and marketing world. This project is more commercial than the other one, and I think it is a well thought out advert that is representative of the American culture of "game day". The simplicity of the ad reminds us that it is a routine and not a grand annual event like the Super Bowl. It is sleek, and straight to the point. Again, I like how they involve movement, as of course it is a sports brand. But the digitalised movements I think are what makes this ad, the way it engages in the persons movements and intertwines with the human body. Sound always plays an important factor in advertising and film. I think that the sound is captivating and thrilling. It allows you to emerge in that virtual reality. It also becomes more playful with the digital effects used, it gives that sense of playfulness when it goes from fast forward to slow motion, to basically frozen. The way the lines start to make forms, taking it from a 2d to a 3d perspective additionally makes it more lively.

Going on their website and seeing all the other projects they have been involved in, made me realise they all have some sort of similarity, which means that they have branded themselves well. We live in a business world after all, and it is essential to have that reputation and brand. It makes it easier for people to know who you are, and remember what you are about as a company and brand.

julietacapria — 2016-01-16 21:32:22 UTC