The temperature may be dropping, but Warner Bros. Canada still thought it was the perfect time to give Torontonians an unexpected underwater adventure.
In an effort to promote the upcoming action blockbuster Aquaman, the studio tapped experiential agency Rooftop to create an immersive installation in Toronto’s busy Yorkdale Shopping Centre. The scene allowed users to explore Aquaman’s world of Atlantis, while inviting them to sit on the underwater world’s throne.
The installation features more than 250 feet of artwork (stretching 40 feet high) from the film, a massive LED wall and replica character sculptures.
“We were very much in love with the idea of Atlantis, and creating a world around it,” Rooftop president Dave Videka tells MiC. “What we saw from [director] James Wan in terms of cinematography and the colours, even the way he did things like animating the jellyfish underwater, he was really making something people haven’t seen before. We wanted to take what was already an immersive experience onscreen and bring it to people in person.”
The main attraction at the activation is the eight-by-twelve-foot octopus throne, where viewers can hold Aquaman’s trident and take their own photos (or get a custom gif made by the on-site team) and share it on social with the hashtag #imaxaqauamansweepstakes for a chance to win tickets to the Los Angeles premier. The space also featured eight-foot statues of Aquaman and Mera, as well as a realistic cascading waterfall.
Rooftop was the main agency working on the activation, with support from Your Brand Integrated Marketing who worked with a number of local influencers (such as gamer Sachie and cosplayer VioletLove) to bring them through the experience and share on their social platforms. Rooftop also paired with Corus Entertainment’s Edge 102 radio station to host a live, all-day broadcast over the weekend.
The activation is ongoing until end end of day Wednesday. According to Videka, the activation saw an average of 120 guests per hour over the weekend (including an extra-special guest, pictured below).
