This agency staffer is running ‘Star Wars’-shaped routes in Portland
There are better (and healthier) ways to celebrate the new “Star Wars” movie than sitting on your couch re-watching the whole franchise. R/GA UX designer Gene Lu is tracing out iconic “Star Wars” imagery in his runs around Portland, by taking routes in the shapes of Stormtroopers, TIE Fighter, Darth Vader and At-At Walkers.
R/GA, Lu’s agency, is the shop behind Nike+ itself — it created the platform for longtime client Nike in 2006 as a way for runners to record and track running data. It was also the agency behind the now-defunct Fuelband, for which it won a bunch of advertising awards in 2012.
Lu himself has been down these roads before — literally. In 2013, he also created running ran in the shape of Game of Thrones characters, including dragons and direwolves. The idea came about when Lu’s user experience team was experimenting with new features for Nike Running. One of those experiments helped him figure out how to map running routes visually.
Now, the self-described “Star Wars nerd” has added downloadable albums that runners can refer to on their phones as they run — so they don’t have read off an email or a note. The images direct runners when to turn (“at the blue dumpster,” for example). Then they simply swipe to the next photo for the next direction. (You can download the AT-AT, Stormtrooper or Darth Vader.)
“Everything is there, you just need to find it,” Lu told Digiday about his process mapping our the routes. “Star Wars for me is my nostalgic childhood. I love doing these.”
The Force is strong when this Portland-based agency staffer goes for a run.
Posted by Digiday on Monday, 21 December 2015
Nike+’s runner tracking capabilities have been featured in other fun side hustles, too. Claire Wyckoff, now a copywriter at Wieden + Kennedy Portland, last summer made pictures of penises all over San Francisco using the app, just a few months after Lu did the Game of Thrones work.
It’s also been used for advertising: in March, European sports retailer Intersport asked runners to run in the shape of their logo to get a discount on gear.
Member ExclusiveDigiday+ Research: The future of agency work is remote(ish)
The share of agency professionals who said they do not want to return to full-time office work has risen by more than 40% this year.
How esports org 100 Thieves will boost its M&A strategy with $60M in Series C funding
As esports organizations expand their offerings in search of a cohesive and profitable business model, the acquisition of new companies can help bring in fresh ideas and unique revenue streams.
‘Brands have really taken note of this interest’: How Sanctuary is partnering with brands as Gen Z, millennials seek out astrology content
This year, brands like McCormack, Venmo, Away, Benjamin Moore and Le Creuset have worked with Sanctuary to create custom branded content -- matching paint colors, spending habits or cookware to specific astrology signs, for example -- that’s then posted on Sanctuary’s Instagram page.
SponsoredMarketing teams are revisiting brand suitability on social media in 2022
Brands and people want to know that social media apps are safe places to connect, free from exposure to harmful content. Brand suitability describes the practice of determining a particular brand’s tolerance of advertising alongside safe but sensitive content. Heading into 2022, brand suitability will continue to be at the forefront of the advertising industry’s […]
Myth buster: Misconceptions about the relationship between gamers and brands
With activity in the space ramping up, brands that are leery of getting involved in gaming could be leaving money on the table.
‘Time for a bigger advertising push’: Why hummus brand Ithaca is investing in OOH, radio now
By strategically placing the billboards outside of Wegmans in particular, Ithaca is hoping to get grocery shoppers to remember the brand when they are making their snack and dip purchases for football Sunday.