Invesco QQQ X NCAA Innovation Arena

We developed an immersive, interactive arena hosted by WNBA legend Candace Parker. Fans stepped onto the court to sink deuces and treys from the logo, walking away with a personalized, AI-generated highlight reel of their best moments.

Volumetric Stage

In collaboration with 160/90, I served as Creative Director for this high-scale unique interactive arena. I led the end-to-end creative strategy, managing the UI/UX design and the automated video-capture pipeline. My role was pivotal in bridging the gap between agency vision and technical execution—partnering closely with our Technical Director and development team to ensure the real-time data-to-video delivery remained frictionless and visually stunning under the pressure of a live fan environment.

AI Highlight Reel

To power the personalized video engine, I directed a versatile suite of live-action and motion sequences that responded to the user's journey. I oversaw the creative choreography of these scenes to ensure they remained visually consistent across dozens of potential scenarios. This 'branching' creative direction allowed our technical pipeline to pull the perfect cinematic beats in real-time, matching the intensity and outcome of each individual’s performance.

Iterative Design

To ensure a flawless launch, I led an intensive prototyping and R&D phase within our office long before the final LED wall was installed. By mapping out the physical dimensions of the half-court and the sensor-capture zones in a controlled environment, our team was able to stress-test the user journey and the ML-trigger logic. This 'lab' environment allowed us to refine the UX of the registration kiosks and perfect the timing of the automated video capture, ensuring that by the time we hit the live arena, the technical pipeline was bulletproof.

UI/UX

  • Pre-Visualization: Used 3D mockups to coordinate lighting, audio, and camera placement for developers and engineers.

  • The Experience: Users engaged on an LED basketball stage where strategically positioned cameras captured real-time highlights.

  • The Output: An integrated leaderboard displayed scores outside the activation, while a custom highlight reel was triggered and emailed to each registered user.

Collection of four digital sports analytics screens displaying basketball player statistics, heatmaps, shot charts, and leaderboard rankings.
Screenshots of the Invesco QQQ March Madness guest registration process, including QR code scanning, form filling, and game instructions.
Mobile app screens showing registration for Invesco QQQ March Madness event, including guest registration form, photo capture, game mode selection, and terms and conditions.
A 3D computer-generated scene of an indoor space with metal truss structures forming a rectangular frame, a robot with a drone flying above, and a person in a virtual environment. Red circles with numbers 1 to 4 annotate various elements within the scene.

Beat the Best.

Inspired by the successful volumetric stage event with Candace Parker, Invesco commissioned a mobile counterpart. The resulting product was a 75-inch TV kiosk equipped with a pose-detection camera, allowing the interactive experience to be ported easily.

Credits:

Art Direction
Motion Design

Next Project: T-Mobile

Futuristic digital illustration of a multi-level workspace with people engaging at tables and standing around, surrounded by vibrant pink, purple, and green geometric shapes and structures.