All Conditions Gear // Base Camp Experience
Creative direction and experience design for ACG Base Camp, an immersive, sensory experience that transports visitors to the high desert region of Smith Rock, Oregon; the inspiration for the Holiday 2020 ACG Collection. Topographic forms resembling the iconic rock formations of the area, the scent of sagebrush and juniper, and panoramic digital content captured on location are just a few of the environmental elements that bring an unexpected, outdoor experience to House of Innovation NYC.
ACG Base Camp // Digital Pocket Guide Experience
To augment the physical experience of the space, a digital pocket guide acts like a trail map leading visitors along their journey. Through their mobile devices, visitors can access an outdoor adventure checklist, reveal hidden storytelling, and unlock exclusive ACG gifts.
Step 1
Prompts at the entry encourage visitors to scan QR codes to access the digital pocket guide.
Step 2
Visitors get a brief introduction to the experience on their mobile devices.
Step 3
While exploring the space, they discover storytelling QR codes that, when scanned, link back to the digital pocket guide.
Step 4
Scanning each code completes an item off the adventure checklist and reveals additional product benefit storytelling.
Step 5
Several ‘easter egg’ experiences are also hidden throughout the journey. When scanned, these codes reveal some of the animals that make Smith Rock their home.
Step 6
Each ‘easter egg’ experience unlocks a custom AR model of a Smith Rock inhabitant, including a fox, otter, bald eagle, rattlesnake, and Sassy the Sasquatch.
Step 7
Once the adventure checklist is completed, visitors unlock an exclusive ACG gift.
Step 8
When visitors show their completed adventure checklist to store staff, they are gifted a custom sticker pack and ACG branded water bottle to take with them on their next outdoor adventure.
ACG Base Camp // Digital Content
Large scale, immersive digital content surrounds visitors with panoramic views of Smith Rock shot at various times throughout the day: night, dusk, and day.
ACG Base Camp // Explore Traction
The first storytelling vignette highlights the unique grip and sticky rubber materials found on ACG footwear. Look close and you might see one of the more threatening creatures of Smith Rock.
Meet the Earthlings: The Animal Lover
We all know someone who’d rather spend an afternoon at the dog park than a week at the beach resort. The Animal Lover knows the origin of all the fruits AND vegetables they eat, and they’re not afraid to tell you. If you’re going to hang with them, you’d better bring some treats for their furry friends, too.
ACG Base Camp // Explore Water Resistance
The next stop on the journey unpacks the water resistant qualities of ACG product, brought to life through a custom built terrarium with a running stream and authentic aquatic plant and animal life.
Meet the Earthlings: The Purist
Keep it simple. That’s the Purist’s motto. No time for fancy gadgets and gear when there’s nature all around. So pass the hand crank radio and grab a tree stump. The Purist knows you haven’t had a camp break fast until you’ve eaten from a cast iron stove passed down three generations.
ACG Base Camp // Explore Quick Dry
This vignette highlights the moisture wicking and quick dry properties of Nike Dri-FIT.
Meet the Earthlings: The Fitness Fiend
They use their GPS to track their BPM while rocking ACG and going CGT (ok, we made that last one up). The Fitness Fiend considers a 20 miler to be a warmup and wouldn’t be caught dead without their favorite playlist. Keep up if you can.
ACG Base Camp // Explore Sustainability
The next vignette takes a look at Sustainability throughout the ACG collection, highlighting the Primaloft material which is made from 100% post-consumer recycled materials.
Meet the Earthlings: The Aspiring Director
Meet the person who fills all 12 of their extra pockets with memory cards. The Aspiring Director is down for any adventure, as long as they can film it from four different angles. Be sure they capture your good side.
ACG Base Camp // Explore Rugged Durability
Next stop is exploring what makes ACG products so durable and long-lasting. The featured innovation here is Cordura, a tough, woven nylon material that’s flexible and abrasion-resistant.
Meet the Earthlings: The Do It All Dude
They may look intimidating, but underneath the four layers of fleece and GORE-TEX fabric, the Do It All Dude is just like you. Oh sure, they might have a GPS beacon with a helicopter rescue but ton. And, yes, they built custom hiking poles with their initials. But deep down, you both share a love of nature in all her glory.
ACG Base Camp // Explore Cushioning
The last storytelling vignette highlights the soft, cushioning found in the ACG Air Nasu.
Meet the Earthlings: The Weekend Warrior
This is the person in the friend group who organizes the trips, preps the meals, and brings two water bottles, just in case. Pack the minivan full and get in formation -- we’re going camping, and we have the Weekend Warrior to thank.
ACG Base Camp // Local Hikes & Guides
Visitors could also access a selection of local hiking guides, one in each of New York City’s five boroughs, that visitors could download to their mobile devices and take with them on their next outdoor adventure in NYC.
ACG Base Camp // Behind-the-Design
In the Design Outpost, visitors can explore the process that went in to creating key pieces from the Holiday 2020 ACG collection. Real prototypes from the designers as well as sketches and drawings from the process illustrate how ACG designers are constantly innovating to create better outdoor gear.
ACG Base Camp // Staff Dress
Store staff were outfitted as Base Camp Guides, further bringing to life the outdoor experience of Base Camp for all visitors to the space.
ACG Base Camp // Environment Details
Every element of the physical space was thoughtfully crafted bring to life the experience of Base Camp for all visitors.
Nike Partners
Senior Creative Director - Bryon Panaia
Design Director - Benjamin Kaplan
Lead Designer - Brian Farci
Support Designer - Gabby Cool
Support Designer - Steven Berkas
Support Designer - Troy Hillman
3D Visualization - Frank Van Es
Executive Producer - Joshua Corey
Support Producer - Anne Tevlin
Agency Partners
Digital Content - Accept & Proceed
Digital Experience - Hovercraft
Fabrication - Bednark Studio
Fabrication - Standard Transmission
Fabrication - OBD Custom
Sound Design - Parallel Studio
Scent Design - OVR
Illustration - Lorin Brown
Illustration - Burn & Broad
Graphic Production - Culminate
Graphic Production - Infinity
Digital Integration - TCI
Photography/Videography - Andrew Houston
Photography - Dorothy Hong