Challenge
Since its inception, Atlanta United has been true to our city. More than a club. It's a reflection of Atlanta's culture. So in 2021 when Atlanta United was the only MLS soccer club awarded a third kit, we had to turn this moment of exclusivity into a celebration of our history, our culture, and the power of the beautiful game and our city to unite us all.
Solution
We partnered with the Center for Civil and Human Rights to create an immersive exhibit that brought the unifying power of our city and club to life. We launchd Juneteenth weekend so our installation needed to tell a story bigger than the club – it needed to feel at home among the permanent exhibits highlighting a global and local fight for unity. To make it happen we built a story across five chapters, each representing a milestone that paid homage to the power of the beautiful game to unite us all across the history of the sport. The 360º video exhibit featured design elements from the kit itself including 13 messages of unity (in 11 different languages) which we showcased across six 10 foot screens with 324 unique frame changes and spatial audio that adapted as you moved through the exhibit.
Results
The event sold out and many viewed through the event’s live stream. A 360º Facebook video allowed Atlanta United supporters to experience the immersive exhibit remotely. Net proceeds of kit sales at the event were re-invested in the community through the Atlanta United Foundation.
Chemistry
Chemistry is an independent, full-service agency with employees and offices in Atlanta, Miami, New York, Phoenix, and Pittsburgh. A culture lab made up of doers and makers united by the belief that an ounce of action is worth a pound of theory. Our name was born out of the belief...
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