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The end result was a successful experiment that incorporated tons of real-time data into an interesting and dynamic art piece for runners to remember the day by. We’re currently experimenting with how to improve the system for next year’s marathon.
The shoe print was to be the centerpiece of the creative approach so there was a lot of attention focused on it. Initially, with the direction to create something artistic and unique, I created the design below. The image was slightly abstract with an organic feeling and a lot of depth and layers.
As the race progressed and runners began to cross the finish line, dots would be added from left to right. Due to the logistical challenges of trying to manage a one-to-one dot/runner relationship, we opted for a “suggestive” grouping of dots as packs of runners came across the line.
The animation would play live on both the homepage of the website and a huge jumbotron at the finish line of the race.
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Along with the shoe print artwork, I created these interface designs to show how runners would find their contribution to the stride art. I particularly liked the juxtaposition of the abstract, organic artwork underneath the fun, flat and modern-looking interface.
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This first screen shows what the runners would see when they came to the website after the race to find their piece of the artwork.
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Each runner would have his/her own poster page where they could see their stats and a call out of their contribution to the artwork. This could then be shared on Facebook, Twitter and Pinterest.
The initial creative was well received, but the shoe print was deemed too abstract to fit along side some other offline creative that was being handled by another agency. To address this, I worked with the other agency to bring our designs into harmony and then create a shoe print graphic that worked across all aspects of the campaign.
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After aligning the website creative with the other offline creative being done elsewhere, I designed these screens. The first one shows the pre-race homepage where runners could learn about the project and sign up for alerts. A video at the top gave more info.
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On race day, the homepage switched to this view and friends and family of the runners could log on and see the shoe art fill in as the runners cross the finish line.
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This is where the creative ended up. I designed and created the shoe art myself from scratch.
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This is what the final poster page looked like for runners.