For the Zoom MMW 6 TRD Run campaign, Nike and Matthew M. Williams wanted imagery that described running from the inside. Not the athlete as a picture, but the athlete as information: joints, angles, distances and the path a body draws through space in a single stride.

The visual language was built entirely from motion-capture and pose-estimation data. Coordinates, bounding boxes and trajectory lines became the graphic layer of the campaign, pushed through scanlines, moiré and signal loss until the data felt physical.