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

MIKE WARZIN GOES BOLD.

Bold have added to their American contingent by signing director Mike Warzin for UK and European representation.


MEET UNIT9'S NEW MANAGING DIRECTOR.

UNIT9’s Adam Dolman can’t wait for “the adventures that lie ahead” as he settles into his new role as Managing Director.


NOAH HARRIS'S AGILE MOVE.

Noah Harris has joined Agile Films, so we had a chat about it.


IT'S ALL ABOUT TRUTHFUL PERFORMANCE FOR TOMBOY'S JUSTIN CHADWICK.

It's all about truthful performance for Tomboy's Justin Chadwick.


NOVA DANDO LANDS AT RSA FILMS.

Commercial and promo director Nova Dando has joined RSA Films for representation.


HOMESPUN YARNS SCREENING PARTY.

Homespun Yarns have picked Central London nightspot Fabric to host their fifth anniversary shindig on Thursday 18th October.


KICKING UP A STINK ABOUT NEW TALENT.

Stink Films believe they have set a new standard for championing fresh talent as they unveil their latest venture, Stink Rising - a handpicked roster of promising young directors.


ANDREW MYERS JOINS HORNET.

Director and Vimeo Staff Pick magnet Andrew Myers has joined animation studio Hornet for global representation.


DARK ENERGY ENLIST SIMON LEVENE.

Worldly director Simon Levene believes his time spent abroad will serve him well as he joins Dark Energy for representation.


BRUT FORCE AT 1STAVEMACHINE.

Multifaceted animation collective Brut have joined the roster at 1stAveMachine.


CHARLES WILLIAMS JOINS PARTIZAN.

Filmmaker Charles Williams aims to build on his 2018 Cannes Film Festival success by joining the ranks at Partizan.


NEW FACES IN THE PICTURE AT BLINKINK.

Blinkink have enjoyed a productive trip across the Channel as they add director Olivier Lescot and animation duo Emmanuelle & Julien to their roster.


JOANNA NORDAHL FEELS THE PULSE

Pulse Films have signed Swedish director Joanna Nordahl to their roster for UK representation.


DIVERSITY TAKES FLIGHT FOR ENGINE AND THE RAF.

Engine's pitch for the Royal Air Force has nabbed Channel 4's Diversity in Advertising Award for 2018.


PAPAYA IS THE MUSICAL FRUIT.

Seasoned music supremo Keith Milton will spearhead Papaya Films's dedicated promo wing as the company eye chart success.


KODE GO NATIVE IN NYC AND LA

Those enterprising fellows at Kode in London have demonstrated their ambition by joining forces with Native Content who look after directors on both US coasts.


THREE SIGNINGS AT PRETTYBIRD

PrettyBird have expanded their roster by signing three new directors for UK representation.


CAPTAIN'S BLOG: IT'S THE WORK, STUPID.

Introducing our new motto... and the thinking behind it.


TWO JOIN THE FLOCK AT LIEF.

Lief have completed the double signing of directors Elisha Smith-Leverock and Lily Baldwin for immediate representation.


PODCAST - BOB PARTINGTON

Our latest podcast features 1st Ave director Bob Partington.


ARCHER'S MARK ENLIST SANDRA WINTHER.

Copenhagen-born filmmaker Sandra Winther is primed to make her UK debut having recently signed for Archer's Mark.


PEDRO PINTO JOINS ANNEX.

Annex Films have brought a Portuguese flavour to their roster by signing director Pedro Pinto for representation.


AGILE SWOOP FOR JAN GLEIE.

Danish filmmaker Jan Gleie has joined the ranks at Agile Films for commercial representation.


PAPAYA JOIN THE LEMONADE STABLE.

The lovely people at Papaya have joined the stable of talented companies represented by Lemonade.


RIFF RAFF ADD TO THEIR ROSTER, BUT PHILOSOPHY REMAINS INTACT.

Ben Liam Jones is one of a number of new directors who joined Riff Raff in the summer, how will their arrival enhance the company's distinctive offer.


Stories

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