Nike+ needed help building some local hype for the release of the Nike+ Fuelband under their “Make it Count” campaign. The team at Anomaly came up the idea of creating rotating out-of-home and billboards where New Yorkers were asked to submit Tweets and photos (using the hashtag #counts) of them ‘making it count’ around the city. If their post got selected, it could be featured in a Nike+ ad the following week. Every week a new set was selected, printed and replaced around the city for several weeks. I was responsible for interpreting the Nike+ brand guidelines, and creating a design system that could be used for the remainder of the campaign.