MediaMonks created a fully immersive event using stunning, interactive and innovative installations at Lady Gaga’s Super Bowl performance ‘Super Saturday Night’.
The installations and activations embodied the bold, colourful and electrifying presence that is Lady Gaga using the power of AT&T TV and the 5G network.
🏆Awarded FWA’s installation of the day - May 2 2020 🏆
The Monster wall
Through the magic of a digital wall that mimics your physical movement, we instantly transformed fans into little monsters (the coined term for Lady Gaga’s die-hard fans). Just by walking up to the wall, their inner monster appeared. This experience urged the user to unlock their potential by trying out different poses and signs. Fans could also customize the monster and really make it their own.
We set up Kinect cameras that would track both visuals and depth. These cameras could track and mimic your body as you dance, and digitally represent you as a unique monster based on the visual inspiration of SSN key art.
This zero friction experience showcased the possibilities of 1 millisecond latency that makes 5G such a leap forward - All through an engaging mechanic that doesn’t get weighed down by technical jargon. In addition AT&T donated to the Born This Way foundation based on different key user interactions (left in the experience as easter eggs).
My role in the building of this experience was to map out exactly how the fans would interact with the wall: How they would approach the wall, interact with the concert hosts, what moves would trigger visuals, what moves would trigger donations, what moves would encourage interaction with the wall and other fans and to set easter eggs (my favorite part).
The Monster Claw
In this room, we created a sculpture of a standing monster claw. A perfect quick Instagram moment for our Little monsters. Users simply stood in the claw, struck a pose and we captured a dynamic 150° gif using the 5G network. Fans could instantly review the gif on a tablet being powered by the 5G network and email it to themselves.
The Monster Room
A room filled with TV’s that showed all of the curated Monster content captured during the night. From the 5G monster wall to the monster claw booth. The TV’s displayed a looping animation with content that refreshed over time. Giving us control to highlight content from the different activations and to take over the screens with AT&T branding and messaging. The room highlighted Monster participation around the globe and showed AT&T TV as the place with all your content in one place.
More Interactive experiences
A number of other interactive installations and experiences were created for this event, including a Snapchat Lens and A ‘Drawing for Kindness’ wall - where users were able to draw in Augmented Reality and add to a community wall.
Special mentions go to Paul Rudd (subtle name drop, I know), who participated in many the installation!
