Foot Locker "For The Love" Digital Experience

Foot Locker: For The Love

ACRONYM / VTPro

Services

Creative Direction

Experience Design

Art Direction

Motion Design

Summary

A real-time visual engine that turned a physical basketball court into a community canvas, translating audience input into projected art and live gameplay.

Role

EFFIXX led creative direction at Acronym on Foot Locker's 'For The Love' campaign with BBDO NY. I designed the content strategy and visual architecture for the on-court and on-screen graphics, then directed the team that built it all out. The system ran across three nightly programs (Digital Poster, Court Canvas, and Talent Showcase), built on illustrator Temi Coker's design language and produced with VTPro Design. Live and at-home audiences could trigger animated content, generate posters from their own tweets, and affect gameplay in real time through Twitch chat.

The Visual Engine

At the core was a custom animation and layout engine built from Temi Coker's visual building blocks: iconography, patterns, brush strokes, color, and type. Audiences drove it through text commands in Twitch, discovering combinations that composed one-of-a-kind visuals on an evolving canvas. Animated loops synced to each day's soundtrack BPM, giving the court a rhythmic structure and turning a marketing activation into a live, communal VJ instrument.
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