Spinifex Group specializes in audience engagement through the design and production of imaginative, interactive, and immersive media experiences.
Based in Los Angeles, with offices in New York and Sydney, Spinifex is a creative studio, digital agency, and production company all rolled into one. The team not only invents great ideas, but brings them to life too. And, they do it all in-house.
From the world’s largest building projection to Australia’s first facial-recognition billboard, Spinifex combines creativity, technology, and strategic thinking to help brands connect with audiences in more engaging ways.
The agency has delivered powerful experiences on some of the world’s biggest stages, where clients demand “never seen before” efforts. Spinifex has honed its capabilities across countless events, exhibitions, festivals, shows, and product launches while crafting media-rich content experiences that span everything from mega canvases to 4″ screens.
To mark its seventh year as presenting sponsor and official vehicle of the Sundance Film Festival, Acura unveiled Mood Roads, a first-of-its-kind virtual drive experience symbolizing Acura’s Precision Crafted Performance DNA. Combining a series of innovative technologies in a first-of-its kind application, Mood Roads delivered a full-sensory experience controlled by a user’s biometric data. Housed in a spherical motion simulator equipped with a performance driver’s seat and 30 biometric sensors, Mood Roads brought to life a futuristic, abstract environment that responded in real-time to the driver’s emotional, cognitive and physical inputs – affecting speed, acceleration, curves, colors, saturation and audio. A floor-to-ceiling dome projection fully immersed the user, transporting them into the dynamic, visually stunning environment. The 90-second, single person experience resulted in a sharable picture featuring an image of the user captured during the experience, as well as a graphic representation of their mood.
To unveil the Nissan Rogue Star Wars Limited Edition at the 2016 Los Angeles Auto Show, and celebrate Nissan’s partnership with the iconic film franchise, Spinifex needed to create a press event that not only showcased the vehicle, but celebrated its role in the world of Star Wars. To achieve this, the team brought the film to life, via a choreographed action sequence combining media, lighting, special effects and live performers. Regarded as one of the most dramatic press events ever seen at an auto show, the show featured the Nissan Rogue on a high-speed, programmatic turntable, which moved in synchronization with a film trailer-like sequence displayed across a 60’ LED screen. The two-minute show transported the world’s automotive media into the Star Wars film, as they witnessed the battle-testing of the new Rogue. Complete with pyro, lasers, smoke and Stormtroopers, the event captivated media and delighted online audiences, to set a new benchmark in automotive press reveals.
For the 2016 North American International Auto Show, FCA, in partnership with Spinifex Group and George P. Johnson, created a choreographed, theatrical experience – the first of its kind at an auto show – called “Gears”. Bringing together video content, lighting, and audio in unparalleled synchronicity, “Gears” combined the power of theater with linear storytelling, taking the audience experience to dramatic new heights. “Gears” showcased the unique personalities of seven FCA brands—Fiat, Chrysler, Alfa Romeo, Jeep, Dodge, Ram and Mopar—in a cohesive space that connected them through a spectacular array of LED screens, forming a ‘Kinetic Canopy’ that intelligently moved light above and between the brands like an energy field. Conceptually, the symphony of light resembled a finely honed machine with each of the brands’ ‘gears’ interacting with one another in a stable and organized manner. The brands then took their turn drawing energy from the canopy to fuel a show that featured its key stories and products. The energy flow represented by the LED light rings also provided the practical benefit of being able to influence a customer’s journey through the FCA booth. As the energy flow—aided by theatrical lighting—directed the visitors’ attention to each particular brand, a custom arrangement of LED screens captured it with a display of dramatic video content that highlighted and showcased the various vehicles within each brand space. This completed the circle, ultimately engaging customers with a first-hand experience of the unique product offerings of each brand.
The Organizing Committee for the Games of the XXIX Olympiad engaged Spinifex Group to create content for the opening ceremony of the Beijing Games in 2008. Led by the vision of famous director Zhang Yimou, the result was well beyond expectations. Under the direction of Director Zhang Yimou and Director Yang, Spinifex was responsible for the design and creation of the specific sections awarded to it. The project included 63 HD Moving Head Projectors, 120 meter horizontal LED Screen, and Pigi projection.
When Acura released the re-conceptualized 2017 NSX, it knew that few people would have the opportunity to closely examine or sit inside the rarified super car, particularly in smaller auto shows around the U.S., where the car would not appear “in person". However, Acura wanted to give auto show audiences that exact experience, and tasked Spinifex to engage them in a way that celebrated the precision craftsmanship features of the vehicle, and allowed them to feel the car’s high performance from the driver’s perspective. Spinifex married LEAP motion technology with the Oculus Rift to build a two-part VR experience. In the first part, the user entered a stylish virtual space, where they met a 3D scale model of the NSX that they could manipulate with their own digitally represented hands and examine from any horizontal angle and some proximity, while stories celebrating the NSX's beautiful design, unique airflow features and drive train performance unfolded in front of them. After a time, the experience transported users inside the cockpit of the car, in the driver’s seat, where they could peer around a high-res 360 interior of the car before it turned itself on and accelerated down a dramatic virtual highway, carrying the user with it and into the night.
Working with Project Worldwide partner agency, Motive, Spinifex was challenged with enhancing Pepsi’s sponsorship of the Super Bowl XLVIII Halftime Show, through the design and development of an epic, digital out-of-home experience in Times Square. Combining mobile gaming with synchronized media takeovers across multiple LED screens, the campaign delivered fun, exciting and meaningful real time consumer engagement.
For Vivid Sydney 2016, Spinifex Group created an augmented reality projection called "Sydney's Hidden Stories" on Sydney’s Customs House. Attendees got to see the charming story of Bluey the Blue-Tongued Lizard and his adventures as he discovers a hidden library and falls into a magical land of Sydney's hidden worlds. An extra layer of complimentary synchronized content is seen through Huawei phones and tablets on a stage in front of the building.
After a successful collaboration on the Walking with Dinosaurs show, Spinifex Group teamed up again with Global Creatures, this time for the hit DreamWorks film How to Train Your Dragon. Spinifex created a dramatic animated stage backdrop for this ambitious theatrical interpretation of the film. A stage floor the size of a football field, and a rear wall the size of nine cinema screens, combined into a seamless projection canvas, evoking the moody landscapes that carry Hiccup and Toothless through their epic adventure.
Spinifex produced over two hours of digital content, which was tightly choreographed to the performances of the actors and the 25 life-like animatronic models, suggesting speed and movement as they flew, and explosions and battle as they fought.