It all started when…
Reebok wanted to launch the new Z print 3D reebok shoes.
Xlab decided to build the most immersive running experience. A custom built reebok game , a treadmill , and a closed immersive room.
As customers tried on the shoes , they were challenged to get to the in-game reebok store as quickly as the could ; all while passing through different weather conditions.
Heat, Wind, Rain and lighting effects would surprise players as they ran through one season to next.
XLAB covered the whole activation, from on ground production to all gaming, software, animations and 4D effects.