AKQA
Speedgate
Experiential
Brand
Illustration
Print
AI is everywhere. Mostly, we hear about it taking our jobs and shooting us with lasers. But the truth is, artificial intelligence is a beautiful thing. What if we collaborated with the robots and asked AI to invent an entirely human experience—maybe even a new sport? Would it be playable? Would it be fun?
The answer blew our minds, and has grown to be a legitimate global phenomenon almost overnight, with people from 50 countries starting teams and half a billion earned media impressions in the first two weeks alone.
A new sport needs an identity however, and our team worked to craft one that emphasized the energy and human aspects of the game.
The answer blew our minds, and has grown to be a legitimate global phenomenon almost overnight, with people from 50 countries starting teams and half a billion earned media impressions in the first two weeks alone.
A new sport needs an identity however, and our team worked to craft one that emphasized the energy and human aspects of the game.
The Launch
What started as an experiment quickly became an obsession. A few weekend tests grew to a full league, with weekly matches and a co-sponsored panel with Nike and offcial recognition by the Oregon Sports Authority.
Role
Brand Design Lead
Creative Direction
Design