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  • THE LIQUIDITY MAZE 

INAUGURAL VR CAMPAIGN, EXPERIENTIAL
ART DIRECTION      
MCCANN NY 
 


Client
State Street Global Advisors

Objective
Develop a tech-forward and repeatable experience for ETF 2022: Miami, that taught financial advisors the importance of liquidity in a new, fun way.

Result
A best-in-class VR experience that successfully attracted over 2K+ visitors in 3 days and won awards for innovation in event + B2B marketing.

🏆 FCS GOLD Award 2022 | Event Marketing

💡 Team: Gene Campanelli, Peter Powell, Josh Race


  • VR EXPERIENCE

VR PARTNER: PREYMAKER

The Liquidity Maze Experience was designed to position State Street as the ultimate helpers in a difficult-to-get-out-of situation, while also creating a memorable and entertaining experience for players.

Roles
Creative Direction, Art Direction, Briefing Partners, UI Design, Moodboarding, Game Design










  • STRUCTURE

ARCH DESIGNER: GRAHAM KELMAN

The Maze was housed inside a liquid-like structure designed to create an immersive, safe space for playing the VR game.

Roles
Art Direction, Briefing, Ambassador Training, Interior Design  

Structure was designed to hold 6 VR stations, a front desk and photobooth.







Ambassadors embodying Miami’s diversity and warmth became the face of the experience.

Liquidity Maze entrance


Leaderboard tracking top players and donation goal




  • KEY ART & OOH 

PRINT PARTNER: CRAFT NY

We created a key image to promote the experience during the event via banners, elevator wraps, digital screens and other branded materials.

Roles
Art Direction, Print Production, Retouching


Designed alongside freelance 3D artist

Fountainbleu Main Lobby



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