The second instalment of Nike Grid was bigger and more ambitious in every sense.

Once again, London was the game board - but this time for 15 days (not 24 hours), more postcodes, and open to both teams and individuals.

I helped develop a more complex game logic, including spontaneous “glitch” games as well as longer-running challenges.

As with the first instalment, I worked with Hugo Gomes to creative direct the website and mobile experiences, wrote the script for the phone network, planned social content and managed the community.

The runners who played were truly obsessive, logging 62,000 phone calls and 12,500 miles while the game was live.

They must have been hearing the female VO on the phone so much it sent them insane - some of them started writing poems to “Gridette” on our Facebook page (which I continued to answer in-character, of course). 

Credits

Agency: AKQA & Wieden+Kennedy

Creative Director: Andrew Tuffs

Senior Copywriter: Guy Bingley

Art Director: Hugo Gomes

Designer: Ignacio Gonzalez

Map Data: Open Street Map

Data Visualisation: Stamen Design