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AMV BBDO Puts Senses to the Test With Pitch Black Foot Locker Maze

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Found studio creates immersive experiential event for Foot Locker fans

AMV BBDO Puts Senses to the Test With Pitch Black Foot Locker Maze

Found, a design-led motion studio, created a live event pitching Foot Locker fans against the clock in a frenzied hunt for the latest Triple Black Collection, to mark the launch of the new footwear range.

AMV BBDO brought Found on board, setting the challenge to create an immersive event to showcase the new trainer collection and offer fans the ultimate challenge to win a pair of limited edition trainers. Constructing a black box encasing a network of rooms each with a pair of hidden trainers inside, invited fans were unwittingly left to navigate the rooms in pitch black.

Each challenger entered a briefing room before facing a series of obstacles in various rooms. The rooms featured were: a bees room with disconcerting sound effects, a balloon chamber, an installation room with a mixture of real and fake limbs protruding from the walls, and a final corridor filled with polystyrene balls, wind machines and strobe lights creating a dizzying vortex. Challengers were given only ten seconds to escape once the trainers were found.

Each room featured unique lighting effects designed by Punch Drunk lighting designer Mike Gunning to disorientate the challenger.

The event was carried from concept to execution in only nine days, and the video has generated over 700k YouTube views in less than two weeks.

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Advertiser: Foot Locker

Production Company

DOP: Greg Taylor

Creative Agency

Creative Agency: AMV BBDO

Art Director: Emma Winter

Categories: Shoes, Clothing and Fashion

AMV BBDO, Fri, 22 Aug 2014 13:33:02 GMT