Brief
Art in Motion was the second chapter of G-SHOCK’s collaboration with Unusual Running in Singapore. Five artists were commissioned to interpret the Active Lifestyle Series. Who Eats Art took the G-SQUAD — a watch built to track performance — and asked what tracking looks like when the sensor is a room full of people rather than a wrist.
What We Built
Spray. Bite. Log. Share. Eleven NFC tags embedded across a single artwork, running in the mobile browser. No app. — A visitor sprayed a cookie, ate it, then tapped the piece to log the moment — Name, social handle and the time of the bite were recorded against that tap — Each entry generated a shareable asset built for Instagram — The canvas accumulated the physical imprints. The platform accumulated everyone who made one The finished work exists twice: as an object, and as a record of the people who ate it.
Outcome
We built eleven tags and assumed the artwork would distribute attention across them. It didn’t. Three placements produced 70% of all participants. One tag generated a single sign-up. Another produced none at all. The technology was identical at every point on the piece — what varied was whether a person could see the tag and reach it comfortably. The second thing the data settled: the connected layer doesn’t create footfall, it converts it. Across four days, 80% of participants arrived on the single Saturday of the physical activation. Engagement that day ran 22× launch day. Put the tags where the people already are, at the height a hand naturally goes, and the rest takes care of itself.
Four days. One artwork. Eleven tags. — 92% of everyone who tapped completed the full journey — 39% shared to social, with no incentive offered — 100% mobile traffic — 85% of participants gave their name — 77 participants, 84 taps, 338 total engagements Credited by Casio as TapTech powered by DEPARTMNT on G-SHOCK Singapore’s own site.
