Footlocker | Triple Black | (Interactive Campaign)

Credits:
Advertising Agency I AMV BBDO, London, UK
Production Company I Found
Creative Directors I Zac Ellis, Rich Littler
Art Direction I Emma Winter
Lighting Design I Mike Gunning
DoP I Greg Taylor
Music and Sound Design I Altitude Music
Infra-red cameras I Minicams
About:
An immersive experience to launch Foot Locker's Triple Black Collection. Foot Locker set us an exciting challenge: to give fans and VIPs the chance to win a pair of trainers in complete darkness and capture it all on camera.
We conceived and built a 13x8 metre space in a warehouse in Hackney, designed to disorientate the senses and give our challengers an experience they wouldn't forget in a hurry.
To celebrate the launch of its Triple Black Collection, Found Studio devised The Triple Black Challenge Game where players could win a pair of limited edition trainers from the collection. The video from production company Found shows that those brave enough to take on the challenge were 'led' into a dimly-lit central chamber with nothing but a voice to guide them through the game, and asked if they were afraid of the dark before being plunged into complete darkness.
Participants felt their way around several rooms in the dark for the trainers - inevitably, they were not on their own with booby traps galore to make their search for the sneakers that much harder.
Lying in wait were a bees room with disconcerting sound effects, a balloon chamber, an installation room with a mixture of real and fake limbs protruding from the walls and a final corridor filled with polystyrene balls, wind machines and strobe lights creating a dizzying vortex
Once the trainers were located, fans had just 10 second to escape to safety.