Creative DirectorsAdam Jenkins - Executive Producer, Mick McConnell - Executive Creative Director, Rich Maddocks - Chief Creative Director
Design DirectorDanny Carlsen
Team MembersShine—, 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
ContributorsEmirates Team New Zealand, NIWA, Retail Dimensions, Digital Signage Solutions, Impact Interiors, Steve Boniface, Jono Parker, Supernormal, Angus Muir, Jeff Lau
Amazingly executed. A great example of brand immersion and commitment to scale.
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.
Creating a cutting edge space was a multi-faceted task that needed world class experts across design, communications, motion graphics, 3D modelling, lighting, and construction. Working as one to create a showcase of how tech enabled the team to perform at their peak.
One of the first challenges for the design team was the creation of a design language to inform each and every touchpoint across the space.
Inspired by Tide, Wind, Currents and the Waveforms of 5G signals we created a design and wayfinding system for the Spark 5G Race Zone.
Built on a gridded system of design keys and motifs that unified seven spaces while still giving each its own identity. This grid from our design key informed details right down to the shape of lighting, and UI of experiences.
The bold exterior created a landmark destination, inside analog graphics were complimented with light, motion graphics and screen UI to create a holistic system that informed and educated guests in an intuitive way.
The ambient, colour wash states of the displays invoked curiosity to the user to interact with while using light to isolate each experience. Spatial guest flow was enhanced further through considered lighting.
Environmental graphics, both on the walls and screens, helped identify and educate at each experience, with bold graphics in key areas to bring the tech story to life.
UI and motion graphics woven into the experiences, further enhanced the journey.
The result - a cohesive graphic system that connected the environment, helping awed guests understand just how Spark 5G enabled the team to go faster than ever before.