Event TV: Foot Locker creates pitch-black experience for fans

Footwear company Foot Locker partnered with agency AMV BBDO and motion studio Found to give customers the chance to win a pair of limited-edition trainers by navigating through a series of dark chambers.

The activation, which was devised to promote Foot Locker’s Triple Black collection, consisted of visitors in the Triple Black Challenge exploring different rooms in a warehouse in Hackney, London, with only a voice to guide them through.

Participants felt their way through the chambers to find their trainers, avoiding booby traps on the way.

These included a ‘bees room’ with confusing sound effects, a balloon chamber, a room where a mixture of real and fake limbs protruded from the wall and a corridor filled with polystyrene balls, wind machines and strobe lights.

The event was produced only nine days after the idea was conceived, and a video of the challenge has received more than 800,000 views on YouTube since it was uploaded earlier this month.

Marcus Moresby, creative director of Found, said: "We were really excited to take on this immersive brief. The creative vision was to present an intense realisation of every challenger’s deepest fear, whilst offering them the chance to win an exclusive pair of trainers.

"Designing an interactive space, with dynamic lighting and tailored sound effects, we created a totally immersive experience the challengers wouldn’t forget in a hurry."

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