Old Spice

Foam Zone

W+K & MediaMonks
D&AD Wood Pencil Award Winner
2019 Webby Nominee
FWA of the Day

Deliverables: 16 hour 2-part livestream, US Television Commercial & Web content.

My Role: Director

W+K and Mediamonks wanted to create the ultimate online interactive game show. Together, we built the Lost City of Football. Equal parts 90’s kid’s show and Japanese game show, the show split 26 contestants into teams and then pit them against each other. The internet joined in on the fun too: deciding whether to eliminate contests, #makeitfoam or drop platforms. The games lasted for two insane days on Twitch and were cut down into a television commercial for ESPN.

Over the course of the 2-day event, we live-streamed a total of 12 hours of foamy madness. For that to happen, we brought together 9 cameras, 4 generators, 1 satellite truck, 1 broadcast truck with 8 screens, and 3,0000 litres of luxurious foam. To capture the thrills, triumphs and tribulations, we used a multi-camera setup with static as well as handheld cameras to record the action from up close. To ensure the event would run smoothly, W+K brought on an experienced live TV-director to direct viewers and contestants alike through the foamy nonsense.

The multichannel livestream resulted in 7.3 million views and 126 thousand interactions, thanks to one amazing host, three relentless commentators and over eighty live polls. During the second day, Foam Zone even became the No. 3 trending live video on YouTube. But two days of Foam Zone is obviously not enough for the internet to decide on a winner. The true Foam Zone winner will be revealed on prime-time TV during the NFL game between the Redskins and the Saints — bringing together online and analog audiences for a final showdown. Because there can be only one winner worthy of the mighty Foam Zone cup and all the bragging rights that come with it.