Following the news about Nike+FuelStation just launched in London, we found out another FuelBand project created by Nike in collaboration with Dazed Digital magazine and Los Angeles-based music producer Nosaj Thing and FAIR, LA, the west-coast design and technology collective led by Julia Tsao. The partnership has resulted in the FIELD, a film that fuses technology, human movement and music.
Produced in collaboration with award-winning Swedish interactive studio DinahMoe, the hypnotic music video offers users interactive experience. Using your keyboard and mouse, you can change the digital visual elements you see in the film. They can become more complex and chaotic or change color as far as you click different keys. Each time the experience is absolutely unique. The experience requires Google Chrome and it’s based on HTML5 technology.
Nosaj Thing inspired by using Nike’s FuelBand wrote music for the video. FuelBand allows you to see how active you are, whatever you do—run, play football or dance, to name a few activities.
According to Dazed Digital, the collaboration between the musician and FAIR began in the Californian desert at last summer’s Coachella festival, where Nosaj Thing performed using the digital audio-visuals created by the agency. This year the two creatives used Nike’s innovative band to continue their partnership.
Answering to the Dazed Digital’s question how he was first creatively inspired by Fuel, Nosaj Thing said “I like that idea of being in competition with yourself. The score system pushes you to create… whilst also reminding you not to be in the studio all day. I love the way that the FuelBand’s behaviour responds to you and the aesthetics of the LED”.