Wieden + Kennedy NY masterminded Quick Controls Chaos, an ambitious interactive experience for the Jordan brand, to launch Chris Paul's newest shoe, the CP3.V.
The site is designed to illustrate how Paul's quickness causes chaos both on and off the basketball court. It gives users the control to view live action film from anywhere in a nearly 180-degree arc. W+K's production team, together with production company Prettybird and Identity FX captured all film assets on an array of 17 Epic Red cameras before building the website. Behind the scenes, over 100 streaming videos are swapped out on the fly as the user changes angles and speeds. Users can also interact with the film, discovering additional content and information.