New York City – Digital Media ETC, in conjunction with Billups’ Division Black, helped build fan excitement for Brand Jordan’s 30th Anniversary event during the 2015 NBA All-Star Game Weekend. To celebrate the anniversary, Brand Jordan created an immersive fan experience dubbed “The Pearl Pavilion” inside the Hotel Pennsylvania, located across the street from the All-Star Game at Madison Square Garden.
Brand Jordan’s challenge to Digital Media ETC and Division Black was simple: Draw attention to the Pearl Pavilion & Hotel Pennsylvania during the NBA All-Star Weekend.
“We love challenges like this,” said Digital Media ETC owner, Paul Whitney. “City officials balked at some early ideas — which included 3D projections — so we had to get more creative. Ultimately, it was decided that we should create a branded light show on — and from within — the Hotel Pennsylvania.”
“We have a strong partnership with DME and we knew we could count on them to execute.” said Division Black Director, Ari Chasin.
Digital Media ETC executed a two-pronged approach. First, they installed ten custom-built, high definition LED video screens into the mezzanine-level windows of the hotel. These screens were then were unified to create the dramatic effect of one larger-than-life Brand Jordan video display. Second, DME installed over 40 high-powered LED digital uplights, which were synchronized with the video to change color and light intensity of the hotel’s façade.
The light show complemented the existing spectacular Brand Jordan billboards along with wild posting installed around the entire facade of the hotel. Between the Pearl Pavilion, the light show, The Spectaculars and the Wild Posting; the Hotel Pennsylvania was fully transformed into a total Brand Jordan experience.