While working in the R/GA Content Studio, I helped prototype interfaces and designed a character-driven feedback system for the Nike+ Fuelband app. Working in tandem with the R/GA Nike Digital Sport team, we helped conceptualise and sculpt the look and feel of all moving elements within the mobile experience, including the visual expression of the rewards system.
We conceived the idea of having a pet-like character within the app called Fuelie, who would grow and evolve as you generate more Nike Fuel, Nike’s activity-measuring points system.
Awards: Cannes Lions 2012 Cyber Lions Grand Prix; Cannes Lions 2012 Titanium and Integrated Lions Grand Prix
Produced at R/GA
Compilation of "Fuelie" celebration animations
Early Fuelie concepts by Kirill Yeretsky and Robertino Zambrano
Fuelie look development tests by Robertino Zambrano