Sphere: Thinking Big
In today's fast-evolving tech landscape, storytelling must go beyond traditional formats. It's about delivering powerful ideas that adapt to any platform, especially as we enter the AI era, where the stakes are higher than ever.
When it comes to thinking big, few venues match the scale and innovation of the MSG Sphere. This iconic space epitomizes where technology meets scale, offering an unparalleled platform for truly immersive storytelling.
The Central Creative Idea: Unlock Ambition
As HPE’s creative partner for seven years, we’ve crafted B2B and B2C stories that make complex technology accessible. For their Discover 2024 event, we were one of three agencies tasked with choreographing CEO Antonio Neri’s keynote. Collaborating closely with HPE’s leadership team, we played a key role in putting the central idea —Unlock Ambition— into motion, helping propel the strategy and ensure an emotionally cohesive experience amid the intricate coordination.
Merging Technology with Human Emotion on an Unprecedented Scale
Sibling produced three immersive films showcasing HPE’s collaborations with BMW, GE Aerospace, and their sports partners. We aimed to blend technology with human emotion, creating a powerful impact.
The narrative highlighted HPE’s commitment to advancing AI and human intelligence, demonstrating how their IT, cloud, data, and security solutions drive innovation and invite audiences to rethink technology’s potential.
Partnering to Push Boundaries
Bringing ‘Unlock Ambition’ to life required a fresh approach. Using 4D haptics, LED volume stages, and 7.1 spatial audio, we showcased technology in an unprecedented way.
Shooting on an LED volume stage required meticulous prep but delivered near-final content with minimal post-production, making it ideal for this tech-forward project.
Partnering with Sphere Studios, we brought the 160,000-square-foot screen to life, ensuring every detail contributed to a fully immersive experience.
Showtime
It’s challenging to convey the ‘Sphere effect’ on a flat screen, but witnessing 17,000 people — many of them tech experts — engage with the story and applaud the work was a moment of true impact.
