For Under Armour’s RUSH product launch, we treated the infrared apparel like experimental training gear, creating a fictional research facility devoted to hacking the limits of human potential: the RUSH Performance Lab.
In our Black Mirror-inspired space, scientists and trainers explored new ways to harness athlete energy to help people achieve their personal best. Once guests entered the lab, they became test subjects participating in a series of trials that converted their bodies’ energy into light in zones designed to showcase the inner workings of RUSH.
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Agency: Giant Spoon
Creative Lead: Erin Hauswirth
Senior Experiential Designer: Zoe Ganch
Creative Lead: Erin Hauswirth
Senior Experiential Designer: Zoe Ganch
Awards
Event Marketer Experience Design & Technology Awards 2019 - Best Permanent or Pop Up Retail Environment - Gold
Event Marketer Experience Design & Technology Awards 2019 - Best Permanent or Pop Up Retail Environment - Gold
Press
︎︎︎AdWeek - Under Armour Hopes You’ll Get a Rush From Its Pop-Up
︎︎︎AdAge - Under Armour Converts Body Energy to Light at New Pop-Up Activation