The Mastercard Cube Expo 2020 Dubai

Zlaten del Castillo

The Mastercard Cube: Expo 2020 Dubai

‘The Mastercard Cube experience begins on first sight, with spectacular exterior audiovisuals teasing what attendees will discover inside. After entering the cube, users are free to discover the possibilities that Augmented Reality will bring in the future: a seamless connection between the real and the virtual world, made possible using HoloLens.’

Zlaten del Castillo, Creative Director, UNIT9

The background

As the official Payment Technology Partner of Expo 2020 Dubai, Mastercard wanted to show how the power of payment technology can be harnessed to make life safer, easier and more connected for all. With the Expo pushed back a year due to the pandemic, we knew we needed to help Mastercard land with a bang and amaze audiences at the hotly anticipated event. 

The Mastercard Cube Expo 2020 Dubai
The Mastercard Cube Expo 2020 Dubai
The Mastercard Cube Expo 2020 Dubai
The Mastercard Cube Expo 2020 Dubai

The execution

We crafted an audiovisual spectacle for visitors at the event, elevated with mixed reality to tell Mastercard’s powerful story. The Mastercard Cube offered a number of multi-sensory experiences and the opportunity for guests to embark on priceless journeys tailored to their passions – ranging from sport, food and music to being a force for good. 

We constructed multiple Passion Point Expressions as a collection of visuals that beautifully depicted each of these interests. On the cube’s exterior, these visuals took the form of dynamic CGI particles displayed on LED screens, with stunning looping movements commanding attention from passers-by. 

The Mastercard Cube Expo 2020 Dubai

Once inside the cube, guests could enjoy a glimpse of the future thanks to immersive 360° mixed reality content, choosing passion-driven content ranging from a football stadium experience with Messi through to being transported to a concert hall with Camila Cabello. Using Microsoft’s HoloLens, users were able to bring the next era of innovation to life around them.

The Mastercard Cube Expo 2020 Dubai
The Mastercard Cube Expo 2020 Dubai

The results

The Mastercard Cube was a huge draw amongst Expo 2020 Dubai’s 16m visitors from October til March. Through the overall narrative of both the exterior and the interior of the cube, ambient visuals and 2D messaging, we created a powerful story that allowed guests to understand the inclusive nature of the Mastercard brand and discover a bridge to a brighter future.

The Mastercard Cube Expo 2020 Dubai

Credits