A brand room in Las Vegas.

From 7 to 10 February 2024 we built and covered Feel the Unreal for JD Sports in Las Vegas: an immersive room for the Nike Air Max Dn, with pink smoke, a light tunnel and a tower screen that carried the line.

A launch you walk into

Brand rooms work when the idea behind a product becomes a place. Feel the Unreal is a promise, so the room had to feel unreal: smoke hanging in pink light, a tunnel of light to walk through, and a tower screen to stand under.

A guest should understand the idea before anyone explains it. If the room needs a sign to say what it means, the room is not finished yet. Las Vegas is a city of big rooms. To stand out there, a brand room needs one clear feeling that guests can name the moment they walk in.

Three days to build it

The build ran over three days, and we filmed it the whole way, with a timelapse dated 7 February. The making became part of the story: the empty space, the build and then the finished room. Once the room opened, four cameras and GoPros covered it. For a brand, that footage does two jobs. It is the recap of the event, and it is proof of the craft behind it.

• The build, day by day, with a timelapse
• The room in motion: four cameras and GoPros
• The finished space in 295 RED stills
• The details: the smoke, the tunnel and the tower screen

Light is the material

In a room like this, light does most of the building. Pink smoke only reads when light cuts through it. A light tunnel only works if the camera can see down it. We plan the coverage with the build, so the room is made to be filmed, not just visited. Smoke also changes by the minute, so the team needs to know when the room looks right and be ready to shoot it.

Shoot the stills too

Film shows the room in motion. Stills show it at its best. A full set of stills from the finished room gives the brand images it can use long after the room comes down, which is why we shoot both.

How our Live work runs

• Plan the moment: run of show, talent and the build
• Build it: sets, rooms and pop ups
• Cover it live: film, photo and social while it happens
• Recap and report: the recap film and the results

Before you build a brand room

• Turn the product's idea into one physical feeling.
• Design the light before the set. It is what the camera sees.
• Film the build. The making is a story too.
• Place cameras where guests will gather and share.
• Plan the stills. A finished room deserves a proper shoot.

Feel the Unreal sits inside two years of store launches and activations for JD Sports, including the rebrand from Finish Line to JD Sports, with 354 films delivered since 2023.

Planning a room, a pop up or an activation? Book a call. We will help you plan the build and cover it as it happens.