Bringing immersive theatre to the streets of LA on an all-out epic run.

We knew that to engage and excite a young, urban audience we needed to create something truly different. With that in mind, we gathered influencers from around the world and set them loose on the streets of downtown Los Angeles and into a totally immersive theatrical experience — all while “on the run.”

The hugely complex, real-time scope of the project meant complete attention to detail — our HELO team executing everything from experience design to detailed production, a user journey ahead and throughout the event, as well as a filmed document of the experience (and plenty of additional content) for global social media release.

The resulting experience pushed all boundaries, advertising as art, marketing transformed into a truly unforgettable cultural event.