Unilever: Axe Dry

Client
MKG
Brand
Unilever
Our Role
Design & Development

Opportunity

For an antiperspirant technology as revolutionary as the new Dry Spray line, Unilever wanted a high energy NYC press launch event. Agency MKG brought Future Colossal into the mix to create a few unique experiences that would really make people sweat. And thus two ideas were born; a high-tech disco and a stealthy laser maze!

Innovation

For the Degree Disco we created real-time audio reactive visuals that were projected above a live DJ. As the DJ pumped beats into the silent disco headphones, a fluid particle simulation, a reference to the Dry Spray, pulsed along in perfect sync with the music. While each dynamic particle in the visualization reacts as its own entity to the music. Using a real time 3D fluid simulation with over a million independent particles at a resolution of 5760 x 1080, the audio reactive visuals filled the event with ever-changing wall-to-wall HD projections.  

The most exciting experience of the night however, was the Laser Maze. Two players competed against each other to stealthily make their way through a maze of lasers to reach the AXE body spray button at the finish. They had to be careful though, because one wrong step and a red flashing alarm would trigger, sending that player back to the beginning. Winners who reached the button first were rewarded with a mini light show and cheers from the crowd.

The laser maze utilized custom built electronics for laser emitters and receivers. These were all controlled independently via micro-controllers, which allowed for a very fast install and de-install. Each laser alarm was connected to a series of LED strips that would animate when triggered and a speaker that would let out the sound of a siren. 

For the Unilever launch, our Degree Disco and Laser Maze kept guests entertained and dancing all night.