To mark 10 years of Ex_Machina, this campaign conceptualizes its return for a new generation, particularly captivating Gen-Z and Gen-Alpha, and drawing them back to the big screen for its relaunch.
To spread the reach of this campaign and its experience Ex_Machina will be partnering with Under Armour. Their shared ethos of innovation & human Potential, cultural relevance in the age of AI, and appeal to a younger audience makes it a perfect fit for this collab.
This collaboration will be blurring the boundaries “between human and machine” by empowering people to move, think, and feel reliably in a world where technology enhances human potential.
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The campaign kicks off with the above video at three iconic locations - Las Vegas Sphere, Times Square NYC, and Universal Studios Hollywood, followed by a wider release across Universal Studios and Under Armour’s social media platforms.
Digital Billboards
These interactive digital billboards spark curiosity by inviting audience engagement. After interacting, users can tap the NFC icon to access a dedicated campaign website page showcasing the full range of immersive experiences.​
For billboards placed at a distance, viewers can scan the QR code to access the campaign website and explore the full experience.
​Once signed up, users will receive notification updates about the campaign.
To promote the collaboration, Under Armour store entrances will feature interactive displays that tease the upcoming Ex_Machina product lineup without revealing it, building anticipation. After interaction, users will be directed to the campaign landing page.
Website landing page
All billboards and store activations direct the audience to this landing page, where they can explore campaign’s three main aspects.
- Product Line up
- In-person/Online Experiences
- Premiere Ticket Booking
Product Lineup
Rooted in the themes of connectivity, personal security, and physical wellness, the Ex_Machina-themed Under Armour lineup is designed to enhance human potential during sports and wellness activities.
Everyone who signs up will get early access to the full product line through a dedicated Ex_Machina-themed page on the Under Armour website.
Escape Room
These collaborative escape rooms will launch as in-person experiences in select locations, starting with Las Vegas, Los Angeles, and New York.
Premier Launch
At the premiere, the entrance corridor will feature Ex_Machina themed design, setting the stage for Under Armour’s official launch of the product lineup for everyone.
A dedicated Ex_Machina-themed corner in Under Armour stores will feature an interactive mirror, allowing visitors to virtually try on products in a sci-fi-inspired experience.
Year
2025
Location
Atlanta, USA.
Type of Work
Art Direction, Creative Strategist
* This is a conceptual campaign.​