An immersive journey built on tech, visuals, light and sound, and powered by your own energy.
Client
New Balance / Roldós Media
Year
2019
Type
Launch Campaign
Pop-up space design
Technology
Interactive Installations
WHY New Balance asked us to design their Fuelcell Launch Campaign using technology for a young audience.
WHAT To push the sneaker launch of the year, we created The Fuelcell Party, a pop-up space in which the guests’ movement was transformed into cool art pieces, live. It proved that art + tech are powerful when combined. From light sculptures following your running moves, or large-scale visuals expanding your jumps, to becoming the event’s DJ by riding a custom-created bike. The Fuelcell Party also conquered the streets with a print outdoor CTA extensive campaign and video content on digital billboards.
Art + technology to produce 10MM impressions.
Fuelcell, the party.
Urban and immersive pop-up design for guests to party, play and discover the New Balances’ Fuelcell sneakers. An event in which the guests were the ones fueling the ambience with their energy.
Fuelcell, the interactions.
The core of the party: three main movement-powered interactions. A kinetic light sculpture treadmill that lighted the space. A set of audiovisual trampolines with generative projections filling the walls. A DJ bike, in which the guests were launching music with their pedaling.
Fuelcell in the streets.
The Fuelcell Party also conquered the streets with a massive outdoor printed campaign and video content on digital billboards.