Shine 24 Spur Satellite Perceptual Engineering Buildmedia 3 Spark 5G Race Zone

  • Pou Auaha / Creative Directors
    Adam Jenkins - Executive Producer, Mick McConnell - Executive Creative Director, Rich Maddocks - Chief Creative Director
  • Ringatoi Matua / Design Director
    Danny Carlsen
  • Ngā Kaimahi / Team Members
    Shine—, Mike Ramsey, Kate Gilmour, Annabelle Pitkin, Adeline Marteil, James O’Connor, Spur—, Alistair Beckermann, Sam Darby, Justin Beckermann, Hao Tin Lin, Harriet Boyce, Satellite—, Nick Lowe, Darren Wood, Lauren Walsh, Dave Cooper, Rachel Worth, Matt Visser, Nico Caracciolo, Alice Cooper, Perceptual Engineering—, Jon Baxter, Puck Murphy, Olivier Jean, Cam Ballantyne, Taylor Hewetson, Buildmedia—, Gareth Ross, Tim Johnson, Vincent Vulliez, Jason Wong, James Hall, Alice Li, Matthew Atkinson, Isaac Gilich, Alex Coultas, Christopher Rahts, Novii—, Gray Borrell, India Thorp, Max Borrell, Ben Kamp, Joe Dawson
  • Kaitautoko / Contributors
    Emirates Team New Zealand, NIWA, Retail Dimensions, Digital Signage Solutions, Impact Interiors, Steve Boniface, Jono Parker, Supernormal, Angus Muir, Jeff Lau
  • Client
Judge's comments:

This stands out in the category as a truly immersive experience delivered with a high level of craft. Advanced rendering techniques, live data, physical installations and interactive gaming, were all used to create a truly immersive experience.


Spark’s sponsorship of Emirates Team New Zealand presented the perfect platform to launch and show the Spark 5G network in action, whilst leveraging the nationwide momentum in rallying behind our team.

Spark 5G was able to make a tangible difference to New Zealand’s defence of the America’s Cup by deploying 5G on the Waitematā to stream thousands of real-time data points from their test boat straight to the design team, securing the most precious commodity in the America’s Cup – time.

This partnership also delivered on the challenge of making 5G real to New Zealanders. In collaboration with the engineers, agencies, designers and ETNZ crew, we built Spark 5G Race Zone – an immersive, multi-sensory experience that got New Zealanders closer to the America’s Cup than ever before.

Comprising seven different zones, people could feel, create and learn about 5G in the context of one of our national sports – sailing. The various experiences and simulators brought to life the different benefits of 5G – speed, low latency and mass connectivity, intersecting with sailing knowledge like tides, wind, foiling, boat design and getting to know the team members.

Each zone reimagined aspects of the teams development, training and sailing as an interactive digital experience. Guided by light and colour they’re given a behind the scenes glimpse of what goes into preparing to defend sailing’s most prestigious title.

Beginning with the Wind Tunnel where interactive projections of real-time wind data animate and change in response to guests’ movements.

Course Selection projects the race course of the day, delivering real time wind, current and tide data as stylised graphics flowing through the harbour.

AC 75 Simulator builds from the team’s actual simulator, skinning a huge physics engine with gaming level Unreal graphics and putting control of it all in the hands of the public.

The 5G Portal uses hundreds of 5G enabled devices to feel the pulse of news and social media hype around every race, letting people share their insider stories from team HQ.

Boat Builder lets visitors test thousands of variables to create and test their own America's cup craft on individual tablets, with sea-worthiness analysed against real world conditions and the same formulas used to optimise an AC75.

The Meet the Team screens enabled immediate AR selfies with the legends of Emirates Team New Zealand or the Auld Mug itself.

Te Aihe is an immersive 4D flight across the Waitematā aboard an AC75 yacht. The multi-sensory experience incorporates a 13 metre wraparound screen and 360 degree footage to make it feel like you’re on the water.

Never before had the public got so close to the tech the team used. Each of the seven unique experiences was integrated into a fluid journey, introducing the visitor to the forces of nature at work and simplifying the complex sailing tech, to create an informative, sharable wonderland.