NIKE WINTER OLYMPICS + EPIC REACT LAUNCH – SEOUL, KOREA
To stay true to the positioning, we wanted a venue that was not only innovative, but also truly Impossible to Ignore. We landed at the Zaha Hadid designed Dongdaemon Design Museum, known locally as the DDP. It has an exterior that lent itself perfectly to large scale projection, an exterior that was perfect for real, outdoor trialing - the space was perfect.
For Nike’s Winter Olympics campaign, our goal was to inspire the next generation to be “Impossible to Ignore”. We designed a bold takeover that celebrated youth culture in Korea—full of energy, optimism, and the drive to shape positive change. At a time when success was still defined by traditional, traditionalist standards, we highlighted a generation determined to carve its own path and demand recognition on its own terms.
Agency + Production: Silo Lab, Rosie Lee
Location: Dongdaemun Design Plaza (Seoul, Korea)
Collaborators: Nike Korea Team
We took over the DDP with bespoke Winter Games creative along with striking projection-mapped videos across its exterior. A running route around the building was delineated using colored lights and huge projections.
Inside, a tunnel of interactive screens, showing animations created with artist Karan Singh, reacted to the movements of passers-by, drawing them into the experience. A photobooth installation also allowed visitors to create profile images that represent the duality of their own personality.