BRANDING / EVENTS
What if you could magically pump gas with light?
Step aside, mascots and trampoline dunks. The idea pros at VML came to us with a unique in-game concept for the Sacramento Kings: a magical gas pump as a fan experience to be wheeled on and off court during home games. Our history of making magical gas pumps was a conversation starter.
Pumping gas can be a mundane experience, but the idea for this activation flipped that experience on its head. The magical ARCO pump would generate oohs and ahhs from the crowd as each contestant would try to hit a number target. We started with the coolest, most interesting way to do it and worked back from there.
Stepping back, we had to ask ourselves what the show would be like. What does that moment feel like in the arena? Beyond the specs of the machine and how we’d get it all to work, we asked ourselves things like:
- What does the host say?
- How long is the schtick?
- How much dead time is there?
Every detail impacted our design / build process. Knowing whether there was a cable ramp to get to the court would impact how we thought about the base, the wheels, and how robust the build could / should / would be.
We delivered something sleek and simple. An illuminated marquee up top with responsive lighting, gamified toggles and buttons, and a light-up pumping tube were some of the pillars of what made for a wildly fun fan experience.
SCOPE:
- Concept Design
- Graphic Design
- Engineering
- Custom Fabrication
RELATED WORK:
