Wieden & Kennedy Tokyo commissioned award-winning Japanese director Kosai and multi-media artists Rhizomatiks to transform a collection of Nike sneakers into musical instruments and then capture the results in a film. The ‘Nike musical shoe’ concept, performance and video was completed in only three weeks.
The result was a genre-busting film shown exclusively on YouTube. It received over 300k views in the first week alone. The project spawned such interest that a subsequent ‘making of’ film has since been watched over 250k times.
Securing a silver and bronze award at the 2010 Cannes awards, and well over 1.5 million views since its release, this fusion of art, music and film inspired genuine interest all over the world.