LEGO 2K Drive Velocity Projections

To launch LEGO 2K Drive, 2K Games needed an experience that captured the game’s constant motion and transformation.

Using our proprietary Velocity Projection technology, we synchronized animated content to a moving vehicle traveling through New York City, projecting dynamic gameplay visuals onto buildings in real time.

City streets became a live demonstration of the product as pedestrians, drivers, and social audiences watched the game move through the urban landscape. The result was a first-of-its-kind mobile projection campaign that brought gameplay mechanics into the real world.