Case Library/Foam Zone
Digital | Interactive | Broadcast

Foam Zone

Old Spice, 2018
7.3MTotal views
50,000+Peak concurrent viewers
12 hoursLive, run by the audience

The Brief

Old Spice wanted a live moment as bold and absurd as the brand, built for the internet.

The Idea

A football stadium made of Old Spice foam, with six NFL-themed obstacle courses where 24 people competed live on YouTube, Facebook and Twitch, while the audience decided what happened by commenting to influence an otherwise fair game for 12 hours straight. I was part of the team that developed the experience, supporting art direction and ideation for the journey we created.

The Result

Over 50,000 concurrent viewers on Twitch, 7.3 million views in total, FWA of the Day and a D&AD Wood Pencil.

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