Colenso BBDO + Spark Game Arena - Spark Arena Byte

It’s not every day you get to team up with a group of strangers to defeat a giant, digital snake trying to take over a gaming event. We worked with Colenso BBDO to create and animate the snake, Byte, for an interactive experience at Spark Game Arena Live in Auckland, New Zealand. Attendees used QR-code-enabled bracelets to team up, deal damage to the snake, and save the day.

The event was centered around gaming, so we designed Byte with a game-inspired vibe, incorporating bold motion design that brought dynamic lights and colors to the arena. We mixed 3D animation with 2D elements to create a cohesive whole. We also embraced a low-poly style to amplify Byte's virus-like presence and firmly tie the experience to the video game world.

The narrative of Byte was broken into three clear parts: intro, outro, and middle looping segments. The storytelling had to be flexible, with interchangeable parts that would be activated if certain milestones had been completed — such as Byte receiving enough blows from the audience to trigger a particular 'double damage' sequence.

The story also spanned across the arena’s multiple screens. We had to ensure the story made sense from any angle and was clear to everyone, no matter which screen they were watching. Byte slithered across screens in each sequence, making its presence impossible to miss.

We also needed to introduce the gameplay, showing the audience how to use their wristbands to fight off the snake and rack up points. This was explained through a mix of visuals and narration from the event hosts.