2010 — 2024 

THE JOURNEY | ADIDAS

Imagine, creating a sell in experience like never before
for a World Cup like never before.

The World Cup 22 in Qatar is creating a lot of “firsts”.
For me it let to be the first interactive virtual experience.

“The Journey” became the first global virtual product sell-in event for adidas.

It showcased the full adidas product range for the World Cup year 2022 within a fully interactive virtual experience.

Welcome to the Journey.

EXPERIENCE

CONCEPT

TASK
Blow retailers mind in a never seen before digital experience.
Create the maximum emotional impact, but also keeping the confidentiality of the products on the highest level.

IDEA
The first virtual and fully interactive adidas event ever.
Brought to life as a mind-blowing pixel-streaming experience (call it the metaverse if you like).
While everyone was still talking about it, we went for it.
The Journey became adidas’s very first „metaverse“, enabling a selected global audience to experience the WC22 collection before anyone else.

The audience could play ball with the new X boot, talk to Egypt’s superstar Mohamed Salah and witness our diverse models, rocking the jersey kits in their unique and personal performances.
And of course we revealed the official match ball „Al Rhila“ (Which translates to “The Journey”)
Now even the title of the experience makes sense, right? 

We executed all this with the help of the amazing Unreal wizards at Artificial Rome.

AREA19 | ADIDAS

For the launch of the Copa19, the rebirth
of adidas footballs most iconic leather boot,
we created Area19. An event experience
at a secret location in the heart of Milan.

An exclusive event experience enabled
120 football journalists to experience
the key features of the boot within a series
of installations highlighting all the
different aspects of the boots design.

The experience featured a barefoot
experience in total darkness, feeling
the advanced cushioning technology
of the boot within a massive ball bath
as well as a reactive rain room
highlighting the water resistant
attributes of the boots materials.

Further we created the AI persona K:A:Y
(because of the k-leather you know 😉).
K:A:Y's voice guided the audience through
the underground research facility,
explaining each experience and providing
context to the boots design.

Several physicals installations have
been created to explain the origin
of the fingerprint like design of the boot.
The experience climaxed when Paulo Dybala
himself revealed the boot.

EXPERIENCE

CONCEPT

INSIGHT
Lesser players play the game.
COPA players feel it.So we’ll launch the new boot in a way
that feels unique to the COPA franchise - by owning touch,
and focusing on how the boot feels.

IDEA
A cutting-edge sensory experience where people don’t just
learn about the innovations of the boot - they feel it.

The strength of Copa has always been in the feel of the boot,
so we’re going to double down on this with a launch experience
that forces attendees to focus on what makes the Copa special.

The experience would start with a guided navigation through
multiple rooms, each one focussing on a different new feature
of the boot. The catch? The bulk of the experience will be in
relative darkness. Attendees would feel their way through each
room learning about what they were touching, and the amazing tech behind it.
From a room covered in X-Ray K leather,
to a floor cushioned with soft pod inlays, people would
experience each feature in a tactile way they’d never forget.
The tour would culminate with a jaw-dropping reveal of the boot,
that finally sheds light on its astonishing design.

INTERFACE DESIGN

We created K:A:Y, a visually animated AI persona, guiding the guests though the experience.

Remeber, this was created back in 2019,
way before the AI capabilities we are able to use now.
Back then we had to create a simulation in order to create
the perfect futuristic illusion to this one of a kind experience.

K:A:Y was scripted and written by me and then digitalized though text to speech.
We then visually animated the voice and projected K:A:Y’s presence onto screens
and walls all over the location.

The AI is called K:A:Y linking back to k-leather,
the core material of the Copa19 boot.

ELEVATOR

Laboratories are deep submereged into ground, right?
We successfully simulated this experience using sound and light.

The elevator ride became a futuristic experience.

A screen simulated a fast elevator ride over several floors.
In reality the ride only went down one floor.
The human mind is funny like that...

We simulated fast, passing by numbers on the display
and amplified the experience through light and sound.
What a ride.

HIGHLIGHT INSTALLATION

The key product display for the Copa19 boot.

With its design inspiration coming from the human fingerprint,
we created this futuristic 3D light installation.

HENNESSY x PANTONE

Following artists like KAWS, Shepard Fairey, Futura and many others, Felipe Pantone was well placed in a list of internationa artists chosen to design a special edition bottle for Hennessy V.S.

The collaboration between Hennessy and Felipe Pantone was celebrate with a world tour featuring a special Felipe Pantone art exhibition.

Berlin became the exclusive destination for the European
releas of the special edition bottle and Liganova was asked to create the four day event experience.

EXPERIENCE

CONCEPT

INSIGHT
Remixing the present is an attitude deeply
rooted within the Berlin spirit.
It’s a city steadily reinventing itself.
A city that is constantly in the remix.
“Remixing The Present” for Hennessy means
to take their strong heritage into modern culture.
A modern culture Felipe Pantone is deeply influenced by.

IDEA
We will be “remixing the present”
between Felipe Pantone, Hennessy & Berlin.
The places, the scene and the people.

Berlin culture will be the filter for the event experience.
From a no-picture policy at the party, to introducing Henny'Mate at the bar.
From adding a Felipe Pantone mural to the Berlin street art map to communicating the event though a flyposter OOH campaign.

OOH 

I designed and developed a set of posters and created a digitally linked promtion campaign all over Berlin.
The Poster did feature a QR code that enabled people to directly register for the exclusive event.

NO COMPROMISES | WEBER

In order to deliver a 360° product rang for the Weber BBQ experience,
the Weber brand launcher a new product line: 
The Weber Dinnerware.

I was brieft to develop the launch campaign for this new product range,
focussing on online and the physical retail.

CONCEPT

The new quality tableware by weber builds the bridge between
a perfectly grilled steak and the hungry guests eager to taste
what is about to leave the grill.

The chef wants to stay in control until the food reaches
the tastebuds of their guests ensuring a perfect BBQ experience.

They need quality tableware that looks pristine even after
the last couple of beatings with the steak knife.

Plates that can be pre-heated without the fear of cracking
while preserving the heat for the perfect presentation.

Weber enables them now to control every aspect
of their BBQ experience making sure the result will be perfect.

No compromises!

TOOL-KIT

The job was to create the campaign direction,
including the tag line “Serve your passion at it’s best.”
Further I wrote several lines for the communication
tools and advertising layouts.
The campain was aimed for 360° but with
a clear focus on retail activation tools and POS fixtures.