When HEINEKEN USA decided to move out of traditional theaters, we took them to the next level. By creating a “room within a room” at the Dallas Convention Center we controlled every single element of the space. We immersed the audience in super high-def LED. The set featured 3 giant LED screens and, the pièce de résistance - the entire 80’ x 40’ floor was also LED! This allowed us to instantly travel from a swimming pool, to an apple orchard, to a football field, and beyond. Despite the size of the stage, the presenters and audience told us the show was incredibly intimate and connected.