Microsoft Creator’s Lab

Empowering Super Bowl fans to express their creavitity

Project Description

Microsoft came to Wasserman to help them champion their flagship Surface products (Book, Studio, Pro 4 and Hub) at Super Bowl LI inside of NFLX, the fan experience hub of Houston. The Surface products are all about flexing your creativity, so Wasserman conceptualized a unique clam-shell 44ft dome structure, the Creator’s Lab, to act as everyone’s blank canvas for a stunning projection-mapped audio-visual spectacular.

We designed a custom-built app on all the products to host a 2D and 3D design software, so fans could personalize football-inspired artwork with their own creativity. Once they submitted their design, they literally swiped the digital object upwards to the dome for it to appear seamlessly integrated into the projection-mapped content, controlled by our video DJ.

There were also spike moments with NFL appearances, like the Madden 17 match-up between Martellus Bennett and Vic Beasley projected on the interior of the dome.

The space drew over 20,000 fans of all ages and encouraged product dwell times of over 20 minutes. Microsoft also ganrned over 900MM PR impressions and 100MM social media reach.