Experiential - AR/VR
Creating street hype through AR and projection mapping for adidas.
Overview
To experience the impossible, do the impossible.
To help promote the re-launch of the Adidas Predator shoe line, we built an interactive installation that combines projection mapping with augmented reality, while users have master control over their environment. The experience is a timeline of the shoes’ history, while showcasing the latest and greatest through an AR Dribbler.
Deliveries
Strategy, Production, Design, UX, Development, & QA
Approach
3 worlds in the palm of your hand.
Inspired by Predator’s tagline “Master Control”, we put the entire experience in the hands of attendees. Inside the container, three worlds awaited them — street, cage, and cleat.
The Predator container experience was installed at two live events that challenged how soccer is perceived in North America.
Challenges
Soccer isn’t just for the suburbs.
Soccer doesn’t have the same cache in the US that it does around the world. To reinvent its image, we needed an edge that would attract the streetwear elite. Let’s also talk timeline. We had 8 weeks to pull off an experience built from scratch. From complete container construction to finished 2D and 3D renderings, from sound design to lighting to — you get it.
Features
Contain yourself.
Once inside, corrugated steel walls sprung to life with projection mapped art crafted by one of three street artists, while a tablet outfitted with AR allowed visitors to control a motion-captured Paul Pogba doing some ridiculous moves. After debuting in LA, the container was packed up and shipped to cities around the world.
Results
A first of its kind live interaction, blending AR with projection mapping.
Featured at the Tango League in LA and MLS Final in Toronto.
