The FuelStream tells rich, relevant stories by aggregating images and Tweets from users and then displaying that content in an animated visual stream. Nike approached Instrument to redesign and re-engineer the FuelStream. This included the user experience, visual design, animation, expanded out-of-home capabilities, and leaderboards.
Instrument developed the FuelStream to be robust and comprehensive under the hood. We created a single, centralized content management system that can be used around the world by Nike content managers. Content managers are able to curate each FuelStream by only pulling in content specifically tagged for their campaign.
Out of Home
To date, the new FuelStream has been used across 15+ International locations, including at the World Basketball Festival, the US Open of Surfing and the 2012 London Olympics.
People have reacted positively when they've seen their social posts highlighted in the stream, making it easier for Nike to celebrate and engage with fans.
Coryna Sorin, Paul Welch
Martin Linde, Justin Gorman, Ben Vickery, Jessie White
Phong Ho, Justin Lewis, Jared Moran, Danny McAlerney, John Brown, Ryan Roemmich, Zach Doe, Thomas Reynolds
- Digital Strategy
- Interaction Design
- Art Direction
- Motion Design