Nike

The concept began with 30 Vapor Flash runners, who took to the streets of Toronto in groups of 10. The glowing packs of runners became artistic spectacles in themselves, celebrating their luminosity and Nuit Blanche. Each team was equipped with a proprietary geo-location web-app, and as they traversed the cityscape, their movement was tracked and tied to the lighting of a digital art piece that was projected and broadcast online in real-time. Upon completing their 10K run, the runners had spelled out RUN.

While all this was happening, bystanders were invited to the Nike Toronto store for the opportunity to be photographed using stroboscopic technology while wearing the Vapor Flash jacket, creating their own Nike branded art.