Experiential · 2024
The Throne Goes Global
Meta needed Threads to exist in sports culture as something you could actually touch — not just an app someone scrolled past. The challenge was designing a single installation that could anchor any event, photograph well with any talent, and work anywhere in the world.
We built a throne. Bold, sculptural, and unmistakably Threads. It debuted at the 2024 College Pro Bowl and the response was immediate — athletes sat in it, the Instagram CEO sat in it, crowds gathered around it.
From there it went global: London, Japan, Brazil, Paris, and beyond. One idea that held up everywhere it landed.
Outcome
Traveled to 6+ countries, appearing at major global sporting events from the College Pro Bowl to international stages
Key Learning
The most scalable experiential ideas survive any context. Design for the photograph, design for the stranger, design for the moment when someone who knows nothing about the brand decides it's worth stopping for.