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Foot Locker SS17

The idea

To illuminate the launch party of Foot Locker’s #ItStartsHere campaign, while lifting the veil on all the special-edition releases set to make sneakerheads thirsty this summer. But with just one model of each release available in physical format, how to sufficiently sing their praises to the world?

The canvas

The Village Underground in Shoreditch set the stage for the sneaker show of the century, followed by an incredible after party that welcomed NBA legends, musical virtuosos and celebrities galore. A fashion catwalk show formed the launch’s centrepiece, which, through vibrant visual effects and the power of social media, became a glittering global stage.

The physics

As DJ Semtex spinned records and grime vanguards Dave and AJ Tracey later took to the MIC, we created a catwalk hologram performance to write home about – featuring an eye-popping display of light, pulsing projection-mapped sneakers and live model interaction, followed by a series of stunning wall projections at the after party.

The experience

We not only managed to bring a tear to the eye of DJ Semtex. We turned the entire audience into a dancing, whooping, snapping throng of camera phones. And while the evening delivered all the immediacy and excitement that a live show should, it then took the social media landscape by storm – inspiring and aspiring sneaker lovers not just in London but across the world.

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