Events, Exhibits
Sony Pictures
Sony Pictures is an entertainment studio distributing filmed entertainment through various platforms. They’re known for great franchise films like Spider-Man, Men in Black, The Karate Kid, and Ghostbusters.
Project Details
Sony Pictures reached out to us looking for an outside-the-box idea for their Spider-Man Homecoming New York Comic-Con Booth and experiential activation. The idea for the Sony experiential trade show booth would prompt us to create a set replica…upside down.
Welcome Home Peter Parker
Major obstacle: the Spider-Man movie was still being produced, and with tight NDA restrictions, we had limited resources to help us match the set. Not a problem for us though! For Spider-Man, we landed on an exact set replica, this time from Peter Parker’s bedroom from the major motion picture. When we say exact, we mean every single little detail was spot-on. No matter how minute or inconsequential it seemed it was still added in. This included the lamps, blankets and quilts, limited edition posters, sneakers, even the Lego Death Star was half crushed exactly like the movie.
On Its Head
When we were finally 100% positive we had an exact scene replica, we entered final exhibit fabrication and then flipped the entire room 180-degrees upside-down! Every Lego piece, every chess piece – the storage tubs, the bed sheets, the ceiling light fixture and bunk bed were all individually glued, bolted, or suspended upside down!
Making an Entrance
Sony Pictures was able to secure primo booth space outside the show doors in the “crystal palace.” This related to a ton of foot traffic and opportunity for lead capture. At the beginning of the queue, attendees were asked for email and social media information for their picture/video to be sent to using the hashtag #hanglikespidey. When they reached the actual room, they crawled through an upside down fire escape onto the bedroom ceiling where they were instructed to “give us your best Spider-Man pose” for their picture and video. After exiting the activation (through an upside down bedroom door), attendees had the opportunity to throw on a VR headset and swing around in cyberspace as if they were Spider-Man himself.
