Our digitally-enabled pair of Chuck Taylors convert your dance moves into custom trainers.
For their Hack-a-Chuck competition, Converse teamed up with Google+ and challenged agencies around the world to create something truly imaginative, using their iconic Chuck Taylor sneakers as a blank canvas.
Converse have a longstanding history of encouraging their customers to express themselves through the brand. However, we found that the interface on Converse.com offered a rudimentary tool for personalisation, so customers couldn't truly express themselves.
We hacked our prototype pair of Chuck Taylors in just one week, inserting an accelerometer X+Y axis, pressure sensors, microcontrollers, and rechargeable batteries in each shoe.
The sneakers were able to detect the wearer's moves, and send the corresponding data via bluetooth to a computer running a Processing application, which rendered and projected colourful graphics onto a screen.
We presented our hacked Chucks as an in-store installation. Customers could put them on, move about (or even dance) and create a unique, personalised design in real time on a screen. Converse could then use this artwork to decorate a bespoke pair of trainers.
The pace, strength of movement, and dance style are tracked to create a truly personalised design that's completely individual to the user.
Our installation and hacked Chuck Taylors premiered at Cannes in 2013, and picked up the silver prize in its category.