Matt St. Gelais — Art Direction and Design

Nike Back for the Future 2011

In 1989, Back to the Future Part II, starring Michael J. Fox, was released. It predicted a world in the not-so-distant future of 2015 – a world where flying cars, hover boards, reactive clothing, and Marty McFly's “auto-lacing” sneakers, the Nike MAG, existed – creating a generation of sneaker-heads on the spot.

In 2011, Nike made the shoes a reality, fulfilling the dreams of sneakerheads the world over – with all sales to help fund research to defeat Parkinson's.

We auctioned off 1,500 pairs of the Nike Mag and were graciously matched dollar-for-dollar by Sergy Bryn of Google.

Role

  • Creative
  • Art Direction
  • Design

Agency

  • Wieden+Kennedy

Awards

Cannes, Bronze Lion. 2012
One Show Interactive, Bronze Pencil - Website Public Service/Non-Profit. 2012
Webby Award Winner, Corporate Social Responsibility Campaigns. 2012
Webby People's Voice Winner, Corporate Social Responsibility Campaigns. 2012
Webby Awards People’s Voice Winner, Best Use of Online Media. 2012
Browser Bar Back for the Future
Browser Bar Back for the Future
Browser Bar Back for the Future
Browser Bar Back for the Future
It really was a time machine. There were over 50 hidden Easter eggs on the website that unlocked date-specific surprises. Entering random dates into the dashboard at the top left of site caused the room to skip through time revealing celebrity cameos, videos, and recreated events from the movies. You could visit the Enchantment Under The Sea dance, meet Marty McFly in the 1950s wearing his Hazmat suit, Travel to the 80s and enjoy a Huey Lewis aerobics class, watch Kevin Durant compete in a game of Slamball in 2015, and more. Above is a clip featuring some of the time-traveling highlights.