Nike Epic React: Creative Expressions in Motion
Branding
2018
A Nike Argentina campaign and gallery experience translating Epic React’s cushioning innovation into artist-led installations, social content, influencer storytelling, and an interactive table that let visitors generate bespoke animations in real time.
From Product Innovation to Creative Expression
Nike’s brief was to make the new Epic React sole technology feel tangible, memorable, and easy to understand. Rather than explain the technology only through product messaging, we built the campaign around creative expression — giving artists, athletes, influencers, and visitors different ways to experience and share the feeling of React.
The campaign lived inside a Nike-hosted gallery space in the heart of Buenos Aires, where three artists created dynamic installations inspired by the sensation of Epic React. The space became a physical expression of the product story: energetic, responsive, visual, and designed for public engagement.
The React Table: Turning Movement into Animation
To push the experience further, I worked closely with creative developers and a production house to create the React Table — a physical installation that visualised real-world elements and instantly transformed them into bespoke animations. After trying the new Nike Epic Reacts, visitors could create and share their own visual expression, turning the campaign from a product launch into a participatory creative experience.
Designed for Digital Amplification
The installations created moments for both in-person engagement and digital storytelling. I worked with production partners, photographers, and video teams to help capture content with athletes and influencers inside the Nike space, extending the campaign beyond the gallery through social media assets, video edits, and post-event amplification.