David Reviews

 It's the work, stupid.

UNIT9 BLEND SWEAT AND PIXELS.
16 April 2018

Many video gamers will have been told to put the controller down and get some exercise instead. Well, Nike and UNIT9 have come up with the ideal compromise: a treadmill which turns runners into 2D characters.

Together with Wieden + Kennedy Shanghai, UNIT9 recently gave Chinese punters the chance to enjoy their own video game workout… and give Nike's React shoes a test run, too.


Green screen technology allowed players' faces to be zapped directly into a retro-inspired game - letting them to watch their pixelated selves tackle courses including bullet trains and pirouetting pandas.

The installation tapped into the enduring popularity of 2D platformers and endless runners. After posting a respectable score, patrons could also walk (or jog) away with a pair of Nike React shoes for their efforts.

Achievement unlocked.  

This appealed to UNIT9's Alexander Horton - one half of directing duo Horton de Rakoff: "The concept neatly brings together a handful of features for the customer: a product trial; a fun experience with personalisation; and a shareable at the end."

The project drew crowds in four major Chinese cities - now global viewers will be hoping they get a chance to play too.

Stories

STITCH CHAMPION BEN CORFIELD.

Stitch have promoted Homespun editor Ben Corfield to their main roster.


PAPAYA LAUNCH YOUNG DIRECTORS COMPETITION

Papaya Films have launched the sixth edition of their Young Directors Competition.


AYSE ALTINOK HEADS TO IDENTITY

IDENTITY have signed filmmaker Ayse Altinok to their roster for US representation.


ALAN FRIEL JOINS DARK ENERGY.

Dark Energy's ongoing talent search has now led them to seasoned filmmaker Alan Friel.


ELECTRIC THEATRE COLLECTIVE'S PRODUCTIVE NEW TRIO.

Electric Theatre Collective are pleased to announce the hires of Polly Durrance, Elle Lockhart, and Antonia Vlasto.


NINA MEREDITH ARRIVES AT OUTSIDER.

Outsider have signed director Nina Meredith to both their main roster and their sports content wing, Insider.


SONNY LONDON WELCOME IMANOL

Sonny London have added an Iberian twist to their roster by recruiting Spanish director IMANOL.


JUAN PABLO ZARAMELLA JOINS NERD

NERD Productions have signed distinguished animator Juan Pablo Zaramella to their roster.


GREGGS ROLL WITH IT.

Any product launch that riles Piers Morgan is off to a good start, and that's precisely the reaction that has greeted Greggs and their new vegan sausage roll.


EDA 2019

An annual contest in Ireland which aims to identify and nurture new directorial talent has sent a strong signal of intent by renaming itself.


ITV RING IN THE CHANGES.

ITV's idents are to receive a weekly makeover courtesy of a new initiative called ITV Creates.


THE RISE AND RISE OF SEB EDWARDS.

Seb Edward's already high profile received a boost when he directed the most recent John Lewis Christmas ad.


TOMAS JONSGÅRDEN IS INDEPENDENT

Independent Films have signed Swedish director Tomas Jonsgården to their roster.


ACADEMY REWARDS.

2018 was a very good year for Academy Films.


THE VISIONARIES SCORE A BRACE.

Indie director ensemble The Visionaries are pleased to announce the signings of Paul Casey and Toby Meakins.


THE QUIET AMBITION OF COURTNEY PHILLIPS

Courtney Phillips has the perfect blend of youth and experience as he looks to take his career to the next level.


EWAN JONES MORRIS JOINS FRIENDS ELECTRIC

Friends Electric have signed award-winning director Ewan Jones Morris to their roster for representation.


BISCUIT SIGN RACHEL MCDONALD AND THE GLUE SOCIETY.

Biscuit Filmworks have gone on a pre-Christmas signing spree by adding a brace of new directors to their roster.


ARMOURY BRING IN THE BIG GUNS.

Production company Armoury added some serious ammunition to their offer when Matt Hichens and Nicci Clark join the team earlier this year, and they're already feeling the benefits.


TWO THROUGH THE DOOR AT KODE.

Kode have bolstered their roster by signing directors Huse Monfaradi and Locky for representation.


LIEF WELCOME SAVANAH LEAF.

Those who believe in nominative determinism will be pleased to know that director-stroke-photographer Savanah Leaf has joined the roster at Lief.


NERD PRODUCTIONS SIGN BRETT DE VOS

NERD Productions have completed the signing of filmmaker Brett De Vos for representation.


HARVEY PEARSON JOINS MY ACCOMPLICE

Director Harvey Pearson has joined the roster at My Accomplice.


CHANNEL 4 SAY PAINT THE TOWN PURPLE.

Channel 4 have partnered with disability awareness group PurpleSpace to mark International Day of Persons with Disabilities on Monday 3rd December.


CRAFTWORKS @ FOCUS

There will be a mini CraftWorks at The Location Guide's Focus event on Wednesday 5th December. And it's free.


Stories

David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.