Design and art direction for the Nike SB x Momofuku Dunk augmented reality sneaker launch.
A clue was buried in the SNKRS app directing users to go to David Chang's Fuku restaurant in the East Village. Hundreds of sneakerheads lined up to enter the restaurant, where they unlocked the opportunity to purchase the Nike SB x Momofuku Dunk via augmented reality.
Augmented reality targets disguised in posters, billboards, and stickers were posted around the East Village, allowing sneakerheads to unlock the shoe outside of the restaurant.
Design for Nike’s augmented reality release of the Nike SB Dunk High Pro “Momofuku.”
When the campaign poster design was viewed through the SNKRS app,
an interactive 3D model of the sneaker appeared, unlocking the ability to purchase a pair
of the limited edition Nike Dunks.
Sneakerheads all over New York City flocked to the East Village to
unlock the shoe using posters hidden throughout the neighborhood.
