T-Mobile : The Mind of D-Wade
Interactive Trade Booth

Brief
T-Mobile was launching the new D-Wade designed Sidekick 3 and they asked us to create an engagement at the NBA All Star Game that would stand out among all the competition.

Execution
We wanted to give fans at the All-Star game the opportunity to get inside the mind of D-Wade, to see what makes him the great player he is. So we did, literally constructing a ginormous interactive structure of his head smack dab in the middle of Jam Session. The 30’ tall and 40’ wide head was interactive inside and out, with eyes blinking and mouth moving outside and inside packed with interactive games, and films showing the fans his memories, dreams and perspective. Fans were even given the chance to create their own memories with him using a green screen photo booth.

Result
The engagement was deemed the most successful at Jam Session with more than 150,000 fans engaging over the course of four days. It also garnered quite a bit of media attention, and the NBA even used it as their headquarters for the duration of the All-Star games.