To celebrate the unstoppable spirit of Shanghai Marathon runners, we wanted to immortalize them as they crossed the finish line.
In a span of 6 hours, we captured hundreds of shots per minute to capture runners’ unforgettable finish line moment. We synced each image with the race time and fed the data to a team of 50 designers and compositors on standby in our control room.
We inspected, cropped, treated, and stitched each image into a collective mural in real time, which we called 'The Unstoppable Tribute’. A unique and collective composition that, if put into the real world, would stretch over 3 miles.
That evening, The Unstoppable Tribute went live online. Over 10,000 Shanghai Marathon finishers could find themselves by inputting their race time. The Tribute received over 25,000 visitors in the first two days and over 7,000 runners shared their unforgettable moment on social media, showing the world the pride and glory of this moment, forged by the toughness of a city that stops for nothing.
AWARDS:
Bronze Pencil On
Client: Nike
Agency: W+K
Concept & Art Direction: Marula Vaz
Creative Technologist: Marula Vaz
CD's: Terence Leong & Azsa West
ECD: Yang Yeo
UI/UX Design: Yacheng Ke & Cherie Tang
Additional Design: Timothy Chen & Deer CL
CW: Liu Wei & Arlene Lu
Case Edition: Hiro Ikematsu