Mayda x Sphere
Collaborations

Located in the heart of Las Vegas, the Sphere is the world’s largest LED screen, spanning an incredible 580,000 square feet. Mayda was among the first creative studios chosen to develop original content for this groundbreaking venue, producing entertainment and branded experiences across industries; from automotive and gaming to music, electronics, and sportswear.

With each activation, we embraced the challenge of pushing creative and technical boundaries. Sphere’s unmatched scale and resolution offers a new kind of canvas, one designed for immersive storytelling across advertising, entertainment, and the arts. We approached every project as an opportunity to explore the full potential of this next-generation platform.

Mayda holds the proud accolade of premiering the first piece of branded content on this colossal platform; a thrilling, immersive relaunch of the iconic video game Mortal Kombat. This historic initiative marked a new era for gaming promotions, blending cutting-edge technology with 90’s nostalgia to create a massive-scale promo that reintroduced players to the game’s legendary characters like never before.

In another first-of-its-kind achievement, Mayda created the first live-action showcase on Sphere. This project came to life in an electrifying partnership with rapper A$AP Rocky, Puma, and Formula 1, unveiled during the much-anticipated inaugural Formula 1 race in Las Vegas, this collaboration was not only a celebration of speed and style but also a unique moment that fused music, fashion, and sports on the dynamic, panoramic display.

Creating 360 degree spherical projection at this unprecedented scale presented unique challenges. Collaborating with MSG, we developed several techniques designed specifically for Sphere’s massive display, including a sophisticated custom animation system for projections, where animated elements move at different speeds to produce a realistic depth perception. This approach not only enhanced the entertainment experience but also brought brand and product narratives to life on a scale as grand as the venue.

The debut of Sphere has captured the imagination of audiences worldwide, being hailed as an ‘eighth wonder of the world’ across social channels, news outlets, and global media.

Our work on Sphere represents not only firsts in technical and creative execution but are also testaments to our partnership with MSG. We loved the opportunity to be amongst the first creative studios to be invited to experiment and create content for Sphere’s incredible display, a perfect canvas to showcase how we approach every creative challenge; with a commitment to innovation, pushing creative boundaries and crafting experiences that are as memorable and impactful as the Sphere itself.