Sports Illustrated: Seatbelt Selfie

Sports Illustrated, Honda
Our Role
Design, Development, Fabrication, Install


For the 2017 NHL All-Star event, we provided hockey fans the opportunity to take selfies and sing their hearts out to the ultimate karaoke song: Queen's “Bohemian Rhapsody". The fan's karaoke performance was captured, allowing users to share their short karaoke video or branded selfie with the world and to enjoy (and laugh at) themselves. 



Housed inside Honda’s 2017 CR-V, our experience highlighted the car’s top-notch sound system and sleek interior. Keeping the car’s aesthetic in mind, we fabricated a tablet case that retained the integrity and elegance of the 2017 CR-V, while simultaneously highlighting our activation. When users sat in the car, they could sing along as the lyrics scrolled across the tablet in a traditional karaoke fashion. While users sang, they were able to take a branded photos or record a video of their experience to share via SMS, email, and/or a shareable YouTube link. Fans of all ages lined up to have a chance to be a star.