Nikelab featured the brand’s most advanced products. We briefed some of the world’s best digital artists with simple product attributes (lightweight, fast, etc.) and gave them complete freedom to interpret those characteristics with amazing experiences. A 500 foot slot car race between two shoes in NoLita, a lifesize transformer made from Air Max Q’s and many more. The results and the filmstrip metaphor design we created for the site won every industry award that year.