Hulu was the must-visit destination at this year’s Anime Expo. With exclusive giveaways and thrilling activations, anime fans were fully immersed in the world of their favorite titles.
In the vibrant world of anime and pop culture, few events hold as much significance as Anime Expo LA. For fans and creators alike, it’s a celebration of creativity and community. This year, Hulu, a leader in streaming entertainment, teamed up with 2Heads to create an unforgettable brand experience for fans.
CHALLENGE
Hulu, as one of the world’s premier streaming platforms, wanted to create lasting memories for the fans that joined them at this year’s all-important Anime Expo. Hulu challenged 2Heads to take their well-known brand presence to the next level.
Our response was to create a powered up Hulu world that placed the fan right into the shoes of their favorite characters; an immersive experience that resonated with the unique culture and passion of the anime community and brought to life their most loved titles in way that will stay with them for a long time.
SOLUTION
We crafted six different activations to bring to life Hulu’s top titles and shows so that fans can engage with their favorite content like never before. The newest release, Suicide Squad Isekai, had fans lining up in their best cosplays to snap a photo at the themed photo booth.
At the Bleach activation, professional calligraphers wrote fans’ favorite characters’ names in Japanese, creating unique and personalized souvenirs. Our most popular activation, inspired by Naruto, tested fans’ strength with a punch bag game, while an arcade-style shooting game offered additional fun for the Mission: Yozakura Family activation.
The highlight for the crowds was the Dragon Ball Z activation, a true fan moment where guests can power up with a plasma ball and imitate their heroes by reaching their ‘Kamehameha.’ The lounge provided the perfect rest stop for fans to ‘power up’ with a chance to recharge their phones and themselves while still not missing any of the action. Here fans eagerly awaited the exciting boba tea drop to rehydrate before jumping back into the action.
With over 20,000 visitors and 5,000 giveaways, Hulu’s presence at Anime Expo was a success, offering fans an unforgettable experience as they were fully immersed in the world of animayhem. The activations not only showcased Hulu’s dedication to the anime community but also set a new standard for fan engagement at large-scale events. We are excited to continue this journey, striving to make each activation stronger and more impactful, ensuring that Hulu remains a beloved destination for anime fans year after year.
What makes an unmissable fan experience?
SEGA X Atlus and 2Heads partnered again for their second year to do just that. Craft an unforgettable fan experience for guests at Anime Expo 2024, eager to meet their latest content, Metaphor: ReFantazio.
Long awaited, the Metaphor ReFantazio game launches in Autumn, and to build hype, the Sega activation offered fans a chance to demo the game for ten minutes, an extremely popular experience for keen fans visiting Anime Expo 24, looking for those once in a lifetime moments.
Anime Expo, held annually in Los Angeles, is a vibrant celebration of Japanese pop culture, drawing in tens of thousands of enthusiasts from around the globe. The event is a hub for anime, manga, gaming, and cosplay, making it the ideal platform for SEGA x Atlus to showcase their brand and latest offerings.
2Heads wanted to captivate fans with exclusive merchandise and an immersion into the ReFantazio title. The game explores the themes of ideal and reality and takes place in a medieval fantasy world that is the “mirror” of the contemporary real world, and we wanted to bring those fantastical elements to life within the Los Angeles Convention Center.
The Brief
SEGA approached us with a clear and ambitious objective for Anime Expo: to captivate their fans with an unforgettable experience that would drive merchandise sales and generate excitement for the upcoming launch of Metaphor: ReFantazio.
The Solution
To bring SEGA’s vision to life at Anime Expo, 2Heads crafted a captivating and immersive experience centered around a key element from Metaphor: ReFantazio. We took inspiration from the gameplay itself and crafted something not yet seen before at a Sega event.
We replicated, detail for detail, the main craft of the game – the Gauntlet Runner- and brought it to life. Standing at 25 feet tall, the replica of the Gauntlet created an eye-catching and interactive centerpiece for SEGA’s experience. This unmissable structure not only drew fans into the space but also provided a thematic setting where fans could demo the highly anticipated game.
Inside the Gauntlet, fans were transported into the world of Metaphor: ReFantazio, allowing them to experience the game in a unique and engaging environment with over 800 demos played. The immersive setup ensured that the demo was not just a casual playthrough but an event in itself, amplifying excitement and leaving a lasting impression on the fans. Additionally, the visually striking inflatable served as a perfect backdrop for photos, further enhancing fan engagement and social media buzz.
Aside from the gaming element, we incorporated dedicated photo op areas featuring guest cosplay artists dressed as the Qadistu from SEGA’s game Vengeance. These talented cosplayers added an authentic and dynamic element to the experience, delighting over 2,000 fans and providing them with the opportunity to capture memorable moments with their favorite characters and share to their social media to have a chance at winning an exclusive prize.
Adjacent to the Gauntlet, we designed a merchandise area where fans could purchase exclusive SEGA items. With 5,000 items sold, this section featured a variety of products, from t-shirts, pins to mugs and other collectibles, allowing fans to take home a piece of the SEGA experience. The merchandise area was strategically placed to capitalize on the excitement generated by the demo and photo ops, ensuring a seamless flow from engagement to purchase.
Conclusion
SEGA x Atlus was a popular destination among fans. The life-sized inflatable Gauntlet, immersive game experience, and vibrant photo ops with guest cosplayers created an engaging environment that resonated deeply with fans. By blending interactive elements, fan-focused activities, and exclusive offerings, the experience not only met but exceeded SEGA’s goals. The buzz generated at Anime Expo has laid a strong foundation of excitement and anticipation for the upcoming release of Metaphor: ReFantazio, solidifying SEGA’s presence in the hearts of their most passionate fans.
Belden and 2Heads lead the way in immersive brand experiences with the opening of the Bangalore Customer Innovation Center, their finale to a five CIC programme and showcasing the finest in tech-led product demonstrations.
Belden continues their leadership global innovation with the launch of their fifth Customer Innovation Center (CIC) in Bangalore, India. Designed and executed by 2Heads, the Bangalore CIC represents the very best in immersive technology-led experiences, perfect for a city that is known for its innovation, technology prowess, and design synergy; an ideal backdrop for such a transformative project. Here’s the highlights:
1 | Seamless Integration and Coordination:
The installation aimed for cohesion, coordination, and a seamless integration of technology to create an immersive and dynamic space. The design vision was carefully curated to transform the mood of the space through Pixilab control interfaces, iPod touch triggers, and high-spec audio systems that included broad-ranging networked audio through Dante and 5.1 surround capabilities in the Infinity immersive room.
2 | Innovative Programming:
The programming of the space achieved unprecedented levels of sophistication and surpassed any brand space 2Heads have previously created. The anticipation surrounding the experience were palpable, as customers and partners encountered Belden content in an unexpected and delightful manner. The introduction sequence across various display techs was meticulously coordinated to reveal content through cues and triggers that seamlessly blended with the physical environment.
3 | Validation Room Enhancement:
The Validation Room featured high-spec Belden server racks, ingeniously representing each of Belden’s industry verticals. A transparent LED display, appearing triggered by touch, highlighted Belden’s solutions and surprised the audience during the inauguration. It was important that the integration of this interactive element seamlessly aligned with the overall show flow.
4 | Infinity Dome Experience:
The centerpiece of the installation was the Infinity Dome, a 270-degree projected surface that offered a unique brand experience. The carefully crafted visuals, coupled with surround sound, created a captivating environment and the triggered showpiece film left a lasting impression on every visitor by combining bespoke content design with immersion.
5 | Interactive City of the Future:
In the subsequent phase, the experience moved to a clay model interpretation of the city of the future, emphasizing Belden’s vertical in Mass Transit. Interactive icons allowed users to make selections via the React app interface and pull content from the Belden global CMS. The narrative unfolded with looping 3D animations, augmented representations, and informative overlays connecting Belden technologies to the environment.
6 | Technical Considerations:
2Heads demonstrated a meticulous approach to technical specifications, audience numbers, and the desire for interactivity. The innovation team ensured that the content experience was not passive but actively engaged the audience and avoided discomfort in 3D peripheral content by creating a fixed perspective.
Conclusion:
The technology-led experiences at the Belden CIC in Bangalore stands as a testament to the collaborative efforts of Belden and 2Heads. The groundbreaking result is an immersive, and interactive brand experience that captivates visitors and positions Belden as an industry leader in both innovation and technology. Setting a new standard for customer engagement in Belden’s global network through a successful fusion of technology, design, and storytelling.
A New York based, 3-day fan-friendly pop-up experience promoting the Anime shows Undead Unluck, Tokyo Revengers and Sandland streaming on Hulu. The immersive Animayhem experience invited guests to enter into Hulu’s playground, discover the home of the most in-demand titles and snag the best giveaways.
CHALLENGE
As the home of the most in-demand Anime titles Hulu, in partnership with Anime NYC, tasked 2Heads with concepting and delivering an unforgettable and immersive experience to unite both legacy fans and new fans together in celebrating all things Anime. All while exploring what’s new from the streaming giant and appreciating what makes Anime so popular: exciting storylines, imaginative characters, and a relatable multiverse.
INSIGHT
Anime is one of the fastest growing medias and is loved across multiple generations making it hugely important to ensure the experience honored the origin elements while highlighting exciting new content. It was imperative to have an experienced team, with a strong focus on creative that created awareness around the in-demand Anime titles and flawless execution that increased percentage participation and increased social engagement. 2Heads and Hulu worked together to bring their vision to life, creating an immersive experience that stood out in a crowded convention and ensure brand awareness through thoughtful giveaways.
SOLUTION
2Heads fully produced, managed, and executed the immersive fan experience with Anime NYC and the Javits center for the full-on weekend. This included all ideation and creative execution, set design, production, oversight on giveaways and storyboarding for the experience. Over the 3 days guests were invited to experience the Anime titles, show off their cos-play, get the best Insta photo opportunities, hang out with their favorite characters, and get the best giveaways from the Boba Tea Drop powered by LW Orchestrations.
RESULTS
- Total Attendance: 30,000
- Boba Tea Dropped: 5,000
- Social Impressions: 500,000+
The Diamond standard in sustainably designed brand experience environments
In our latest project with global diamond icons De Beers, we activate their Building Forever vision at one of the jewellery industry’s key expos, JCK in Las Vegas.
De Beers are passionate about pioneering the ethical, social and environmental standards of their industry and aim to be the diamond standard of conscious business practices. As part of their Building Forever commitments they have challenged us to produce their global show program using the most holistically sustainable methods available.
De Beers & Building Forever:
To build forever we need to challenge ourselves to do better and push further, which is why we have set ourselves 12 ambitious goals we are determined to achieve by 2030. Our goals concentrate on four clear pillars where we believe we can make a meaningful impact – leading ethical practices, partnering for thriving communities, protecting the natural world and accelerating equal opportunity. These are vitally important not only to our business, but also to our employees, partners and communities across all facets of our operations.
The Brief
- Showcase to the industry the stability and fortitude of the De Beers Group brand.
- Drive awareness and understanding that De Beers are pioneers when it comes to leading ethical, social and environmental standards.
- Connect directly with JCK delegates and ensure they are immersed in that technology, innovation and of course, the exquisite jewellery that constitutes De Beers world.
The Solution
Following the success of our partnership with De Beers in Singapore, our experiential solution blended the use of eco-conscious materials with luxury finishes and cutting edge immersive technologies to engage government and business delegates in the brand world of De Beers.
Through multiple storytelling touch points, guests could engage with all aspects of De Beers’ integrated business in a succinct, consumable way.
Built on a reusable sub-structure to minimise waste, the experience used sustainable materials (including OSB, compact cardboard, water-based paint and cork and sisal flooring) and featured planter walls where every plant was later donated locally and replanted.
An eco-concious strategy underpinned every element of the JCK event, from sourcing local materials and significiant logistic reductions, to rental systems and recycling policies for end of life resources. This strategy was mapped and referenced using the Trace carbon tracking platform to ensure carbon data was transparent, known and to create benchmarks for further evolution.
De Beers is known for perfection so no stone was unturned or detail forgotten as we designed and produced an experience that executed the high levels of finish expected of one of the world’s leading luxury brands.
The Results
Over 30,000 industry professionals from all facets of the jewelry industry attended the event for a week of product sourcing, education, and networking. 18,000 guests (up 8% from 2022) from over 100 countries conducted business during the event.
With a footprint of 2600 sq ft, De Beers was the most prominent brand at the show and our sustainably executed experience was a huge talking point for all that engaged with the brand. All carbon tracking was mapping using the Trace carbon measurement platform: https://traceyour.events/. Key statistical results included:
Furniture Data. 54.7% of the products used for the event were hired locally. 25.7% of products are on a reuse cycle for the show and 19.6% of items were recycled through local donation.
Mileage. We limited the initial freight deliveries and the runner vans to the local area for procurement, staying under a 220 mile total target.
Material Use. Over 50% of production materials for display counters, walls and cork flooring was from recycled material. All paint was water-based. 67.5% of all graphic production was also sourced from recycled materials
Material Stock. Over 4,950 kg of material stock was hired, and 2267 kg were from recycled material. This equated to 85.7% of production build materials used.
Spread the Word. Education was key to De Beer’s successful strategy to Building Forever within and without the industry. Spread the Word infographics informed guests of the details behind the design, placing their eco-credentials front and center. The first time this has ever been done at JCK.
Engaging fans for one of the world’s most iconic entertainment brands
Our first project with Sega of America saw us take their beloved master brand and ATLUS properties into the beating heart of the Anime world, Anime Expo in LA. A mecca for Anime fans from all over the world, AX brings together those brands and companies that are taking Japan’s illustrious universe of animation, movies, games and merchandise to the world stage.
Anime is one of the fastest growing cultural phenomena on the planet with an incredibly engaged, knowledgeable and passionate fan base. Showing up with authenticity and a deep understanding of what makes the Anime cosplayer tick was crucial to designing a successful experience and the 2Heads LA team absolutely nailed it.
The Brief
Our brief had two core components around fan engagement and retail. Anime Expo is a true B2C fan event and the one thing these true fanatics are looking for is access to the brands, titles, artists and characters they love. With such a broad portfolio of games amongst the two houses of Sega and ATLUS, we were spoilt for choice with ways to activate their products through gaming experiences, activations and UGC moments.
After the access, these fans want nothing more than to take home exclusive merchandise and the lines literally go around the block for three days to get hold of the best stash. Sega set us the challenge of designing the most efficient and immersive retail fulfilment experience possible to maximize sales and minimize the time spent by our fans in line.
The Solution
We wanted to create a uniquely Japanese styled design; one that celebrates Sega and ATLUS’ rich history, heritage and creativity, whilst at the same time presenting a neutral canvas to allow the various titles to be experienced.
As we explored different ways to bring the brands to life while maximizing retail potential, we were excited by Japanese anime retail and vending culture.
Offbeat and fun, it provided the perfect platform on which to express Sega and ATLUS’ personalities as well as allowing us to showcase titles and merchandise in an eye catching way.
Imagine stepping inside a department store dedicated to Sega and ATLUS; a destination where you can meet like-minded passionate fans, immerse yourself in a world of Anime and get your hands on exclusive merchandise from all your favorite titles!
The Experience Architecture
Eye-catching & arresting – An experience that makes people stop, stare and share, using verticality to create a fan destination filled with FOMO.
Rooted in culture – Embracing the culture of Anime in all its forms – aesthetically, tonally, visually, and talks to its fans in an authentic way.
Drives brand reappraisal – Helps Sega and ATLUS to turn up differently at Anime Expo than ever before and stand out from the crowd.
Celebratory & optimistic – Celebrates the rich heritage of Sega and ATLUS, presenting the core titles in a vibrant and energetic way.
The Results
Anime Expo 23 exceeded all expectations. First and foremost, the experience ticked all of the boxes for the fans with footfall figures and dwell time off the charts. And with 300% YOY uplift in sales, the experience also ticked Sega’s commercial box too:
- 16,670 fans engaged over three days
- 15,709 unique products sold
- 10,000 gaming demos
- 8,000 shares to socials
- 200,000 impressions
- 1 record breaking event
Creating at scale, 2Heads delivered their largest singular event when they brought Airbus home to Paris Air Show after four years.
Airbus is a global pioneer in the aerospace industry, operating in the commercial aircraft, helicopters, defence and space sectors. With over 130,000 employees and as the largest aeronautics and space company in Europe, Airbus is at the forefront of the aviation industry.
As a world-leader, Airbus are keenly aware of the pressure on aviation to demonstrate their commitment to a cleaner future for aerospace. Airbus’s purpose – to pioneer sustainable aerospace for a safe and united world – matters now more than ever and the lynchpin behind Airbus’s future experiences, events & environments is ensuring those values are reflected in every public appearance. For Airbus, no public event is greater than Paris Air Show.
Since its launch in 1909, the International Paris Air Show has constantly grown, and remains the largest aerospace event in the world. The 54th show edition took place at Paris’s Le Bourget Parc des Expositions; with 4 days of important trade events and 3 days of public spectacular, the 2023 edition was the first Paris Air Show since the Covid-19 pandemic.
The Brief
Airbus’s brief to 2Heads was simple but significant; design, create and deliver a multi-building experience around their premier position at Paris Air show. This included the design and creation of a fully integrated pavilion that would host international dignitaries in subtle luxury and an immersive experience tent that promote Airbus’s understanding of changing market needs, customer focus and technological innovation.
Airbus required 2Heads to evolve the experience of Farnborough International Airshow with a series of immersions in Paris that showed how Airbus’s products connect people and places via air and space.
The Airbus Pavilion
2Heads designed the Pavilion to be the hub of the Airbus experience; a place where visitors were greeted to comfort and hospitality, a professional space where meetings and conversations could be held overlooking the static display of Airbus’s finest aircraft. The space had to be large enough to host a large number of visitors but designed in an intelligent way so to separate experiences for different press, civil and military delegations.
The Pavilion was a place for business, for serious conversations focused on the future of Airbus sales and technology. Delegate journeys were planned for the two floors to move guests from lounges to the correct meeting rooms, C-suite visitors to the right lounges and to provide a suite of facilities for the large number of press based at the pavilion. Constructed in 9 weeks, the Pavilion included multiple meeting/dining rooms, lounge & bar areas, the Le Club Lounge, 6VIP lounges, 7 VIP Suites and CEO Lounge, a Press Suite including interview rooms and auditorium, and a air display terrace.
The Airbus Tent
Where the Pavilion focused on hospitality, interviews, announcements and networking, 2Heads designed the Airbus experience tent to bring Airbus innovations to life. The resulting ‘A’ immersive experience proved very popular, a walkway tunnel packed with LED interior projections advertising imagery around Airbus’s ‘the world is a beautiful place’ campaign.
Painting a hopeful future for sustainability on our ever-evolving planet and to the great beyond in aerospace, the campaign celebrated Airbus’s new vision and direction, and used emotion to engage audiences beyond product features to human experiences and outcomes.
2Heads also created a lenticular screen of a floating Earth, hovering at the center of the tent and drawing attention to the Airbus vignettes that surrounded it’s glowing globe. The idea behind the Earth was to create a platform that captured Airbus’s purpose of ‘pioneering sustainable aerospace for a safe and untited world,’ and communicate that theme with gathering stakeholders in a way that reasonated. In line with Airbus’s brief, the Earth and ‘A’ campaign acted as an invite to guests to join a shared belief and movement in looking after the world, and expressed the belief that Airbus has a leading role in helping defend the future of a beautiful planet.
2Heads partner with Legoland New York and Legoland South Korea to create the iconic Fire Academy ride.
When Merlin Entertainments announced the opening of two new theme parks, 2Heads were thrilled to partner with Legoland on the creation of a series of new rides for guests, including the flagship Fire Academy attraction.
The ninth and tenth Legoland’s consecutively, New York and South Korea boost the accolades of the largest and 2nd largest Legolands in the world with a combined 220 acres of themepark and over 5 million visitors every year. Launching in 2021 and 2022, 2Heads spent the last three years working on this important activation, from digital touchpoints to event technology.
The Brief | Reimagine a classic
The Legoland Fire Academy is a unique ride that’s become a Legoland classic. It allows families to race against each other in their own fire engines, aiming their fire hoses at a burning building to put out the flames.
Pumping a lever up and down, guests power their engine down a track towards the “burning” building, racing against the other fire engines. Once at the end of the track they disembark their engine, then the adults turn handles to pump water from their fire hydrants while the children aim water jets toward the building.
Historically guests pump water into a hole until a siren sounds. For their new theme parks, Legoland briefed 2Heads to create a more sensory immersion that brought togther the best in event technology from the experiential marketing world and repurposed for the enjoyment of Legoland’s younger clientele.
The Solution | Save the Lego family
Legoland Fire Academy is one of the more physical activities at Legoland, with the family working together to put the fire out and pump their fire engine back and forth from the Lego houses. But how to galvanise the families to race each other? A ‘burning building’ to put out and a family to save!
2Heads designed a series of digital windows for each house that depicts a happy Lego family at home. With storytelling at the heart of the immersion, we designed a system that billow smoke from the houses, the scent and sight urging guests to get there as quickly as possible.
Instead of firing hoses into a hole, children then aim at the protected digital screens, putting out the flames showing there, flames made of little lego blocks. Then the sirens sound and off they race.
As part of the experience design process, 2Heads experts worked collaboratively with the ride contractors on the best ways to showcase the content. The inspiration for the ride is to give children the chance to ride on their own fire engines and put out a blaze. We wanted to enhance this as much as possible to give families the thrill they deserve!
The Results | A Beating Heart of Content
Legoland New York and Legoland South Korea have opened to huge success with Fire Academy at the heart of LegoCity. Welcoming thousands of visitors a day, the Fire Academy has charmed parents and children alike as they save the Lego family!
Disney put content at the heart of their MIPCOM experiential marketing campaign.
Welcome to Disney at MIPCOM 2022. Step inside a world of creativity where Disney’s content waves at you from the walls. Drawing from Disney’s legacy as the world’s greatest content creator, 2Head’s modern media studio at the Cannes Palais took guests from the past to the present and into the future.
Timeless stories and endless entertainment remains the purposeful theme of Disney’s 100 Years marketing campaign and the studio at MIPCOM was no different. Designed around a collaborative environment that placed people within Disneys’ stories, the environment used subtle yet directional architecture to highlight Disney’s ninety years of content through colour and texture.
It was all started by a mouse
Walt Disney
The Disney at MIPCOM Studio was designed around the human-centric experience of content and collaboration. Using a zonal model, we focused on displaying Disney’s incredible array of titles around comfortable, creative spaces that encouraged conversations.
We created a brand home that invited guests into a world of imagination, hope and dreams. Visitors enjoyed a carefully curated journey through elegant design and tranquil spaces that showcased legacies. Textures and colors magnified the world’s largest collection of content and encouraged visitors to explore the possibilities of working within the Disney media ecosystem.
ABC and Disney invite guests back to school to launch season two of acclaimed mockumentary Abbott Elementary at ADCOLOR.
The ADCOLOR Conference, the premier diversity event for professionals at all levels, was back in Los Angeles for the first time since 2019.
Presented by Meta, Google, Amazon and Disney, ADCOLOR is an intense and motivating experience packed with well-curated panels and incredible speakers who bring their work on diversity, equity and inclusion to life with hands-on workshops and one-of-a-kind events.
The theme for this year’s conference, “Still Rising”, is about building on the momentum of the DE&I investments to defy odds, reshape industries and affirm the need for inclusion every single day. As a lead sponsor, Disney and ABC wished to maintain momentum for this inspiring conference by celebrating wins of the past and discuss engagement tools for continued success.
Disney Advertising and 2Heads designed an immersive classroom environment from the award winning ABC series Abbott Elementary to act as the hotel lobby activation welcoming guests to this exciting event. The award-winning sitcom based on the fictional school in Philidelphia was nominated for seven Emmy Awards, winning three.
Guests entered the line queue and were welcomed into a scenic buildout designed to include details and easter eggs from the beloved title. Once seated, the “students” filmed a 15 second “thank you” message to a teacher or mentor who had made a positive impact on their lives. For those who preferred a photo option, they could snap a headshot and be dropped into the pages of the Abbott Elementary Yearbook. The final video clip and photo were optimized for sharing on social media using the event hashtags of #stillrising and #adcolor2022, and emailed instantly to guests.
In the moment messages were left by ADCOLOR guests for their peers using the ABC bulletin board. Displaying colorful notes, each message was touching, intergral and resonant with the ‘Still Rising’ conference message. This joyful interaction prompted more serious conversations on using TV and film content to raise awareness on real life inclusion.
To learn more about how 2Heads work with Diversity, Equality and Inclusion events, contact us.
