The site uses facial and expression recognition via your webcam to capture an image or your face at both it’s relaxed and most twisted state. The site promotes the super-flexible sole of the Nike Free shoe. The more you can twist and contort your face the more twisted a 3-D image of the shoe ends up looking.
Once your image is captured it then competes head-to-head against others for votes. The face with the most votes each week ends up winning a NikeiD gift card. Contestants must be living in Japan.
The campaign was created by Wieden + Kennedy Tokyo.