Reflector is a platform which harnesses the support from Team Novo Nordisk’s global support network in an interactive installation at physical race events.

The brief for this two week project was to create wider awareness of Novo Nordisk’s diabetic cycling team - Team Novo Nordisk.

To better understand the unique quality of the cycling team, in-depth research was conducted with type 1 and type 2 diabetics, including part of the Novo Nordisk cycling team.

Many powerful stories were shared with us. Two key themes centred around the continuous management of internal fears and external misconceptions over time. A common coping action was to look into the public sphere for relatable examples of people achieving their goals while managing their condition.

Inspired by this research, the aim for our concept was to give a voice to the thousands of online fans showing support from all over the world at the race events.

Reflector’s two parts bring together the digital with the physical:

A web app connected to Team Novo Nordisk social media events enables their global fan-base to create bespoke cheers that will be heard at the race events.

At the race, passers by Team Novo Nordisk’s tent will see their mirrored image in the Team’s kit. As they interact with the installation, the culmination of the online cheers are heard. The more strongly support is shown by the individual, the louder the cheers are played.