Nike iD in Times Square

My favorite project while working as an interaction designer at R/GA was the Nike iD experience in Times Square. I came up with the idea of allowing passersby to "paint-by-number" a giant Nike shoe, using their cellphones. Users would dial in, and use their keypad to change colors of different parts of that summer's signature shoe, the Nike Free iD. After one minute, their session would time out, and the users received an image of the actual shoe they just designed, which they could set as the wallpaper of their cellphone. They also received a special code and url, so that they could purchase their new design. This project was particularly fulfilling, as it involved interaction in a public space.