Form&Fun - Powerade Mindzone

Intro

A sensorial and mindfulness VR experience designed to elevate the emotional well-being of athletes in the Paris 2024 Olympic Village.

Context

Mental health is crucial for athletes competing in the Olympics. In partnership with Powerade, we developed an immersive virtual-reality experience featuring guided imagery and breathing exercises, aligned with the brand motto, 'Pause is Power', to help athletes better prepare for the Olympics and future competitions. This experience was available in 8 different languages with the use of AI.

Agency

Ogilvy & Mather

Client

Powerade
International Olympic Committee

Collaborations

Combustion (Sound Design)

Recognitions

Silver Clio Awards

Year

2024

Role

VR Development

Artificial Intelligence

Creative Direction

Art Direction

UI/UX Design

Motion Design

3D Design

Sound Design

overview

Nine scenes were crafted from scratch. These range from a zen-inspired lobby to the iconic entrance of the Eiffel Tower, from the energy of a stadium celebration to a captivating constellation of sports. Each scene draws inspiration from the brand's signature colors, evoking natural elements like the tranquility of water and sunsets.

micro interactions

A personalized, memorable experience with interactive elements that encourages athletes to actively engage, fostering a deeper connection and leaving a lasting impact on their journey.

sensorial interactions

Interactions that activate hand controller vibrations, immersing athletes in a tactile experience that conveys a realistic sense of internal force and impact.

reactive to touch

Athletes engage with virtual elements using their virtual hands, creating a heightened sense of realism as the environment responds intuitively to their touch.

SHAREABLE DIGITAL AUTOGRAPH

Athletes were invited to leave their mark on a virtual autograph wall, also displayed at the Olympic Village, commemorating their participation in the 2024 Paris Olympics and the Mind Zone experience, creating a lasting digital legacy.

3d design

Crafting a visually compelling aesthetic while carefully optimizing for the performance constraints of a VR setup, we crafted a visually stunning experience without compromising efficiency.

NICE — THE GODDESS OF VICTORY

To deepen the experience, we integrated symbolic elements inspired by Olympic traditions, evoking the spirit of victory and honoring the legacy of the Games.

AESTHETIC

High-poly models were crafted as the foundation, then optimized into low-poly versions, with high-definition details preserved through advanced texturing techniques.

THE STADIUM DESIGN

Personalized stadium versions were crafted to seamlessly adapt for both the Olympics and Paralympics, tailored to the user's selection for an inclusive experience.

INSPIRED BY THE BRAND

The stadium’s design draws inspiration from the Powerade brand, using it as a foundation for the stadium pillars, embodying the brand’s energy and identity.

8 languages

The experience was offered in eight languages, using a unique AI setup to ensure the narration captured the right intonations and emotions.

personalization

Athletes could choose from 47 Olympic sports and 23 Paralympic sports, allowing for a fully customized experience tailored to their preferences.