Break Free / Experiential Activation / IMEX America (client)
I shift audience perceptions through thoughtful engagement.
Solution
To reframe sustainability and inspire collaborative action, we created Break Free for the premier mega-gathering of global event leaders, IMEX America, an immersive experience that took audiences on an intentionally designed three-stage journey of discovery:
Stage One: Connect & Share
Because sustainability is a “we,” not a “me” problem, we divided audiences into small teams to build a sense of group ownership. We encouraged them to discuss relevant industry challenges and share their results using iPads. Word clouds were created and projected throughout the room, sparking further debate and conversation.
Stage Two: Wow & Inspire
Next up, fireworks: After moving on to a unique circular theater featuring a 10’ curved 4K LED screen, audiences were whisked away on a FOMO-inducing, feel-it-in-your-stomach rollercoaster journey through alternate futures shaped by climate actions we could—or could not—take today.
Stage Three: Engage & Evangelize
Audiences exited the theater to a luxurious lounge/bar space with comfortable seating clusters and a live DJ. IMEX staffers circulated throughout, engaging guests in further sustainability discussions and demonstrating how a bespoke AR-equipped app could access additional learning resources throughout the space.
Nothing reframes a conversation like asking, “What do you think?”
The TL;DR Insight