The Faena District took new technologies even further by coordinating Franchise Freedom, which featured 300 synchronized drones “dancing” to classical music. The impressive feat was organized by Amsterdam-based Studio Drift in partnership with BMW.
Warner Bros. and creative agency Giant Spoon drew inspiration from the 1980s and video games for the activation for the feature film Ready Player One. The entry tunnel featured a mirrored tunnel with neon lights, a wall of glowing cassette tapes, and 1980s props like a giant bust of the Iron Giant and the DeLorean, as well as a replica of the floating disco with mirrored floors.
Dubbed the "Dreamscape," the main stage area of Sony's Lost in the Music setup was flanked by hovering cloud formations for an ethereal feel. Ralph Creative Agency and the communications company Mission worked on the event.
Signage wrapped the building to display the DirecTV and Variety branding, and transparent signs at the entrance featured additional branding and on-theme slogans.
