Sid Tuli

Sid Tuli

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Credited on 2 works from 2016 to 2023. Main genres: Advertisement, Installation, Promotion.

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The Summer Puffer for Tiger Beer - 映像作家: whatever
Promotion

The Summer Puffer for Tiger Beer

2023
00:00:37
We were responsible for developing the ice-cooling system for “The Summer Puffer for Tiger Beer,” a collaboration between Tiger Beer, BBH Singapore, LePub APAC, and fashion designer Izzy Du. Puffer jackets are one of the most popular fashion items among Gen Z, but they are far too hot to wear in midsummer. So, true to Tiger Beer’s image as a beer brand that overcomes adversity, it created “The Summer Puffer for Tiger Beer,” the world’s first tropical puffer jacket aimed at trend-conscious consumers. “The Summer Puffer for Tiger Beer” is a puffer jacket equipped with an ice-cooling system. When an ice-cold can of Tiger Beer is attached to the jacket, the chilled water circulates through tubes woven throughout the jacket, wrapping the body in cool air. Since the tubes are concentrated near the arteries, the jacket can lower the body temperature by up to 5°C even under direct sunlight. For the development of the ice-cooling system, we drew inspiration from spacesuit technology that keeps astronauts cool in extreme heat, and compared and refined a variety of cooling system designs to keep the water temperature low. After testing the tube layout, materials, water tank design, and electronic circuitry wiring, we arrived at the final mechanism.
Nike Unlimited Stadium - 映像作家: whatever
AdvertisementInstallation

Nike Unlimited Stadium

2016
Only Image
As part of NIKE’s globally rolled-out Unlimited campaign, we were asked to create something bold and spectacular for the Olympic season, and produced “Nike Unlimited Stadium.” Based on the idea of an athletics venue where you can compete endlessly against yourself, inspired by the theme of Unlimited, we designed an interactive track stadium modeled on the shape of the sole of the Nike Lunar Epic Low Flyknit. LED screens were lined along the 200-meter track, allowing participants to race against their own avatars from one lap earlier, displayed on the screens. The event was held for two weeks in the heart of Manila, Philippines, open to the public. It was enjoyed by everyone who took part, and also received international acclaim, including winning the Grand Prix at the Clio Awards.

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