Star Wars: The Last Jedi
NYCC Interactive Experience
American strategy → Concept built for American Culture
An immersive Comic Con experience designed to make fans part of the Star Wars story, then extend that moment far beyond the convention floor through shareable content.
Problem
Comic Con moments no longer belong only to the room. Fans expect access whether they attend or not, and static displays or panel coverage weren’t enough to satisfy global anticipation for The Last Jedi.
Solution
We built a live, interactive booth at New York Comic Con that placed fans directly inside a Star Wars scene. Selected attendees had their faces projected as Resistance fighters before Stormtroopers, BB-8, and Kylo Ren stormed the space in a choreographed live sequence. The experience was designed to work both in person and as a cinematic recap video for online release.
Results
The experience became one of the most talked-about moments from NYCC, generating strong social buzz and wide online reach once released by Star Wars. It proved that live fan participation, when designed with content extension in mind, can turn a single convention moment into a global fan experience.
Headline Video
