A 300 m² Waterfront Fan Playground at WWC23

Running from 10–20 August 2023 at Mrs Macquarie’s Chair, Stadium Adidas transformed a 300 m² waterfront space into a free, immersive playground - open daily from 11 am to 8 pm - that welcomed hundreds of Matildas fans each day and sat alongside Sydney’s official Fan Festival (which drew 250,000 visitors in Darling Harbour and 777,000 across all host cities). By integrating AR Photo Booths, life-size holograms of football legends and an interactive 3D behind-the-scenes film, we turned passers-by into active participants - producing thousands of digital keepsakes, driving significant social shareability and cementing Adidas’ presence in one of the tournament’s most iconic settings.

Personalised Digital Moments

At the heart of the activation was our AR Photo Booth — a playful, customisable experience where fans could create their own Adidas Player Card. From selecting a federation, taking a selfie and adding personal flair, visitors became part of the brand story. It turned spectators into players and selfies into shareable digital souvenirs.

Holograms That Stopped Fans in Their Tracks

Our next challenge: bring Adidas stars to life. Enter holograms of football legends Mary Fowler and Caitlin Foord, presented as life sized displays inside Stadium Adidas. Created from custom 3D scans and live action footage, these jaw-dropping holograms of the players - and the official match ball, OCEAUNZ - gave fans an electrifying, up-close experience.

Behind the Scenes with a Twist

To deepen engagement, we also created a behind-the-scenes 3D film packed with hidden nods to Adidas’ global brand campaign. Using AI tools to slow down footage and 3D scan props from the TVC, we built an interactive stereoscopic experience that invited fans to spot the easter eggs and explore the story from the inside out.

Stadium Adidas

To celebrate the FIFA Women’s World Cup™ in style, Adidas partnered with us and the team at Not So Normal to transform Stadium Adidas into a tech-powered fan experience. From interactive AR touchscreens to jaw-dropping holograms, our work elevated the space into something much more than a branded environment - it became a moment fans wouldn’t forget.

Category

SCREENplay

Year

2023

Client

Not So Normal