In time with the 2017 NBA All Star Weekend in New Orleans, MTN Dew set out to host an activation to build brand awareness and celebrate the greatness of basketball’s best. Inspired by Mountain Dew’s inherent glacial/terrain graphic language, the space is fully transformed with large polygonic masses charged and neon color to make a truly remarkable fan experience.

Referencing Dew branding of mountainous/glacial forms, all structural elements was made up of sharp angle shapes while creating an abstract and contemporary high energy enviroment.

At the core of event is the stage, the central fan experience during ASW. Use of full 360 screen with kinetic projection and pulsing light charges makes the stage the icing on the cake moment for the DEWxNBA space.

Brand Experience, Graphic Design

Creative Direction

Madbury Club
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