Under Armour x DSG 'The ColdGear Experience'

Immersive 360 Projection Live Event

THE WORLD'S FIRST 'ICE GYM'

When Under Armour approached us to promote their new line of Coldgear (which kept you warm even in freezing temperatures) to skeptical college kids, we decided to build the world's first ice gym - and let them test it out themselves. We outfitted fans in Coldgear before inviting them into our insta-worthy immersive experience filled with ice, fog and challenges.

Housed in a giant interactive igloo, all the weights, including dumbbells, kettlebells and barbells, were made from ice. 360-degree screens projected real-time thermal mapped video of the fans inside, allowing them to interact with their environment during their workouts with UA Trainers, using our thermal infrared cameras to see firsthand how Coldgear kept them warm.

Watch to see how we brought our immersive Coldgear Experience to life. It's pretty cool.

Over the course of two days, 117 blocks of ice were used to build our weights, totaling 35,100 lbs. of raw weight.

The first thing fans experienced when they walked into the tunnel was a complete immersive theatrical experience; wind, snow and fog filled the tunnel timed to perfectly match the Coldgear Hype video we created (above) as it played.

360 screens were filled with a variety of footage ranging from the Northern Lights to thermal heat mapping which portrayed that our Under Armour ColdGear was keeping them warm

We created a 20-frame Instagram Story with two influencer hosts for the Under Armour channel. The story saw over 1.7MM impressions with over a 60% completion rate.

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