The Cube
How an immersive digital experience was built to test the product of a tennis equipment brand and increase brand awareness.
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THE BRIEF
The brief called to increase awareness of Solinco equipment amongst young tennis players, show that Solinco represent something new within the tennis world, and to create an activity that will eventually drive purchases through their website.
INSIGHTS
The main insights we found were that there was a lot of waiting during amateur tournament matches and a good tennis player posses three fundamental skills; accuracy, speed and strength.
THE CONCEPT
We wanted to use the time spent waiting around in tournaments to create an experience that allows players to have fun and opens up a space for conversation and sharing. This led to creating a game installation inside a cube placed in/near the tournament venue. Inside, you play a game against an interactive wall with a Solinco tennis racket. Whilst being a fun break, we also emphasize Solinco's position as a tech brand that will take your game to the next level.
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The game contains three modes; each one focusing on one of the three skills
[ Hit the highlighted target before the time runs out. The target gets smaller as you advance. ]
[ Hit the highlighted target as they approach you. The speed increases as you advance. ]
[ Destroy the cube. If you wait too long in between hits, the cube recovers its health. ]
VISUAL DESIGN
Clean, unobtrusive and minimal, the visual design embraces geometric shapes and a cold color palette to emphasize Solinco's technical characteristics. Most of the motion and transitions uses a dramatic ease of movement. Some of the elements were created in Cinema 4D.
