Case Study Video

The Sundance Film Festival team approached us last fall with the opportunity to collaborate on their upcoming New Frontier experience. Launched in 2007, New Frontier is their annual program that fosters independent artists and creative technologists in exploring new media, immersive design, transmedia activism and more.

We had already launched a range of digital events on our Dreamwave Platform throughout the year and had incorporated many of the features and ideas Sundance was looking for, so we felt confident partnering with the team on New Frontier (NF).

Our First VR Event

While we’d previously explored 3D environments, avatars, and rooms with…


Step right up. Come on down. Don’t just shout, it’s time to scream. Travelers beware, you’re in for a scare. Get ready to scream, it’s HULUWEEN.

After working with Hulu on PrideFest, we were introduced to their new campaign — Huluween! As one of Hulu’s largest brand tentpole campaigns, we were tasked with introducing Huluween through an immersive and thrilling web experience. It is a celebration of fandom and love for spooky and scary TV during the most creative and expressive of holidays. …


In a year of global cultural changes, launching an apparel range in a meaningful and engaging way was the challenge brought to us by adidas earlier this year.

For the Originals team looking after Foot Locker, it wasn’t going to be enough simply snapping some sleek product pictures. To really have an impact, it was important to develop a launch campaign that told both the unique story of the collection, and communicated the craft and quality of the clothes.

The Brief

Based on insights from adidas and Foot Locker, we wanted to position the product as something premium, versatile, and ubiquitously…


The Deliciously Dark Escape is an exciting, gummy-filled, neon adventure that lets you worm your way through five levels. Encounter foes and unearth superpowers along the way before you eventually…get eaten!

Working alongside Geometry and Ferrara (the makers of Trolli) we were tasked with creating a web experience that engaged gamers to play with the Trolli brand. By scanning a QR code on custom Gummy Worms packages, players were launched into a secretive underground Trolli world full of adventure and prizes.

A Deliciously Dark Web

We started by envisioning a retro experience. Visually, we played with glitch effects and retro styling to make…


Million Piece Mission: A 1.2 million piece multiplayer puzzle using a gigapixel photo of the National Museum of the United Stated Air Force.

During the current COVID era, brands are faced with an immensely competitive landscape when it comes to connecting with consumers through digital media. For the Million Piece Mission, we worked with GSD&M to cut through this noise and develop something genuinely different and enjoyable for potential Air Force recruits and enthusiasts.

Evolving The Concept

At a high level, the idea was simple: create the world’s largest virtual puzzle. This concept stemmed from the intersection of a quarantine insight (puzzles are…


Adventure Time: Distant Lands — BMO

Having worked with fan-centric franchises like Rick and Morty and Harry Potter in the past, we had some learnings coming into our work with Cartoon Network and Adventure Time. Core to this was giving fans a way to engage with the show’s characters in unexpected and playful ways.

The brief itself was around promoting the show’s new special, Adventure Time Distant Lands, using video game character BMO as a key motif. …


Every second, 30,000 users from all around the world hit play on a Spotify song at the same time. We worked with Spotify to create a data visualization that tells this story. From South Africa to Australia, Mexico to Singapore, this is Listening Together.

Conceptually stemming from Serendipity, a 2014 Spotify piece by Media Artist Kyle McDonald, Listening Together visually connects users who press play on the same song, at the same time. …


Here at Active Theory, we are often challenged with bringing to life functional product messaging with a creative and engaging experience. While it’s easy to get lost in creative ideas, we believe the true value of these experiences is their ability to not only engage a user, but also deliver key functional points that promote and sell the product.

With Fiomet, we were lucky enough to land on a fantastic synergy between product vision and creative execution. …


Autoneum is a globally leading automotive supplier for noise and heat protection in cars and asked us to create an online portal for the acoustic management of vehicles. The challenge was to create a user friendly 3D configurator that offers a comprehensive information and product experience in a real car setting and that allows a very wide audience, whether technical experts from automobile manufacturers, research institutes or end consumers, to design a customized noise protection package. The data displayed originated by Autoneum NVH CAE tools running in the background.

The Brief

We were asked to create a tool that showcases Autoneum’s…


A Story of Political and Social Change

The Museum of Weed is a temporary exhibition hosted by Weedmaps and supported by VICE. Live in Los Angeles during August and September 2019, the 30,000 sqft experience features seven immersive exhibits that take visitors through the evolving history of cannabis in the United States.

In May this year, VICE approached us with the opportunity to work on Exhibit #7 — Legalization. This exhibit would consist of two core elements, an interactive timeline and a data visualization map, which would fill a room educating visitors on how political attitudes towards cannabis have changed over time.

The Weedmaps Museum of Weed opened August 3 in the heart of Hollywood, California.

Part One: The Interactive Timeline

In order to demonstrate…

Active Theory

Creative Digital Production

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