To launch the new D-Wade designed Sidekick 3, we helped T-Mobile create an interactive structure of his head to premier at the NBA All Star Game Jam Session. It allowed fans to “get inside of the mind of D-Wade.” The exterior was animated, his eyes blinked and mouth moved. Once fans entered through his ear they interacted with exhibits and games, viewed films of his dreams, witnessed “a day in the life of D-Wade” through his eyes and could create their own memories with a green screen photo booth.

The engagement was the most successful at the Jam Session with more than 150,000 fans engaging over the course of four days. It was a media darling and the NBA even used it as their HQ for the duration of the All Star Games.