US OPEN PROWALK / AMEX
Agency: Momentum Worldwide
Production Company: MediaMonks
My Role: Executive Producer, MediaMonks
Type of Project: Live event activation, hologram projection, 360 projection, realtime image processing, haptic playback, live action & post production, sound design, systems design.
Each year at the US Open American Express host a ground breaking fan experience - US Open American Express Fan Experience. With a focus on the latest, most advanced technology, thousands of visitors get the opportunity to partake in a unique, memorable experience.
In 2016 American Express wanted fans to experience what it is like to be a pro. American Express PRO WALK allows fans to take a virtual journey from locker room to winning the US Open, center court at Arthur Ashe Stadium.
With five unique interactive experiences, users first take their best swing, captured at high speed, and used later in their journey.
Next entering the locker room fans are first teased with audio (triggered on entry) of Pete Sampras and Monica Seles, who give them a serious prep talk, psyching the fans up ahead of the most important game of their careers.
Walking through the tunnel to the stadium, anticipation, excitement and tension builds as you meet an impressive wall of fame - a unique display of past US Open winners and you - rendered in realtime.
The experience culminates in the fan walking onto center court, a life size VR experience - a 24' dome projection mapped with a custom 360 CGI (exact) replica of the new Arthur Ashe stadium. Surrounded by an animated, cheering crowd, the fan prepares for the final serve of the match. As the fan wins (animation triggered by a sensor located in their tennis racket), the crowd erupts. All animated content was shot on green screen and created specifically for this experience. The new roof of Arthur Ashe stadium, so new and not even open to the public yet, was also created from scratch in CG.
To end each fan leaves with a unique video of their experience - captured, rendered and emailed to them as a momentum of their win.
Complex software was developed to control the entire interactive environment, allowing for the high volume of fans participating every hour.
American Express and Momentum Worldwide engaged MediaMonks to realise 'American Express PRO WALK' and bring the experience to life.
American Express PRO WALK has won 3 Clio Sports: Events/Experiential, SILVER & Innovation, SILVER and Gold Stevie winner for Best Brand Experience Event.
voice to generate an informational and artistic record of their personal journey.