A towering video game on the outside of the V&A spectacularly demonstrated the power of Hyundai’s new electric car.

BRIEF

We worked with Genesis’ creative agency ScienceMagic.Inc to showcase its newest SUV outside an exhibition at the V&A celebrating Korean pop culture.

The electric car can power plug-in appliances, so the idea was to demonstrate this feature while showing off a classic Korean-style arcade game.

Genesis wanted this idea to be engaging for the public and so grand that it covered the outside of the V&A.

CONCEPT

We created the arcade game based on Genesis’ design and ran it from our computer, which was powered by the car.

Members of the public would sit in the car and use a controller to play the game projected onto the V&A in front of them.

The game would be 111 feet high, the tallest arcade action ever seen!

We wanted the experience to be immersive, and people loved giving it a go and returning for more. A running leaderboard selected winners who got free tickets to the V&A exhibition of Korean pop culture.

WOW MOMENT

The projected game was a huge success, with people wanting to play it repeatedly. The event even made the news, securing coverage from national press.

Genesis was thrilled with the way we took the concept and brief from ScienceMagic.Inc and made it into a huge, completely unique spectacle.

Science Magic logo

Genesis was thrilled with the way we took an initial concept and brief from ScienceMagic.Inc and made it into a huge spectacle, the likes of which had never been seen before.

SCIENCEMAGIC.INC
A photographer taking a closer shot of the car powering the video game

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