The Brief: Commemorate the 50th Anniversary of the Apollo Moon Landing
In honor of the 50th anniversary of the U.S. Moon landing and IBM’s enduring collaboration with NASA, the goal was to mark this significant milestone.
Our Response: Let’s Give People the Experience of Walking on the Moon
The creative team aimed for grandiosity, finding the ideal setting in the futuristic canvas of the Oculus transit hub in downtown New York. With its modern architecture and pristine white surroundings, this space provided the perfect backdrop to simulate a lunar experience. The objective was to create an expansive platform that would effectively showcase IBM’s pivotal role in the historic moon landing.
Following a rigorous vendor selection process, we joined forces with Volvox Labs in Brooklyn, NY to realize our visionary concept. The installation encompassed a colossal 20-foot by 20-foot LED wall and a 20-foot by 30-foot LED floor, effectively transporting users to the lunar surface. Recognizing the need for a multi-user and interactive environment, conventional tracking methods fell short of delivering the desired experience. Volvox harnessed the power of machine learning (ML) and devised a program that facilitated multi-user tracking to an unprecedented degree.
Groups of up to four individuals queued for the opportunity to walk on the moon. The tracking accuracy was astounding, with some users astonishing us by performing full splits and dance routines. After their brief :30 seconds of lunar fame, participants were directed to strike moonshot poses. Subsequently, they received animated GIF postcards directly on their mobile phones, allowing them to share their experience with the world.
Adjacent to the central stage, we curated vignettes that highlighted IBM’s engagement with the space program across the decades following the historic landing.
The outcome was an immersive event that celebrated both technological advancement and historical achievement, while also casting a glance towards the future.
In my capacity as Director of Experiential Production, I assumed responsibilities such as assessing innovation strategy, feasibility, budgeting, scoping the project, assigning the team, scouting locations, and selecting vendors.
ClientIBMServicesExperiential / Creative TechProd CoVolvox Labs, TH Productions