Michael Jackson
Thriller 40 Immersive Experience
2022 marked the 40th anniversary of Michael Jackson’s groundbreaking album Thriller. To commemorate this historic milestone, Sony Music and the Michael Jackson Estate teamed up to create the Michael Jackson Thriller 40 Immersive Experience in the heart of New York City. Fans were invited to a 3-day immersive event that transported them inside the iconic album through state-of-the-art technology, interactive installations and live performances to create a once in a lifetime experience.
THE LOOK & FEEL
Keeping with the album’s original scripted font, gradient color scheme and album photography, we created a suite of assets that became the foundational design elements used throughout the physical experience and digital marketing.
The FLOW
Considering the flow and layout was an important factor to maximize the venue's space while also considering the experience from a fans perspective. It was determined that the first floor was more of a timed experience, while the second floor encouraged fans to roam and hang out where they pleased.
BILLIE JEAN Experience
The street scene was re-created with storefronts, street props, a custom digital video booth for fans to share on socials as well as private eye detectives who engaged with the set and snapped polaroids with fans. The iconic light up walkway was the centerpiece of the room, built using the latest technology with projection mapping and multi-camera motion & position tracking.
THRILLER Experience
The mood shifted as fans entered through a dimly lit graveyard filled with fog and an interactive projection. The blood red marquee showcasing the words ‘Thriller’ lit the way to be ushered in to the theater to view the newly remastered 4K version of the film. Mid-way through each screening, the film came to life with lighting, special effects and a live choreographed zombie dance performance.
BEAT IT EXPERIENCE
Fans were hit with 80s nostalgia as they stepped into a recreation of the cafe from the music video. There were snacks, functional pool tables, 80s era arcade games, a retro TV wall showcasing the music video and an occasional choreographed dance gang fight pulled straight from the music video.
INTERACTIVE EXPERIENCES
There were plenty of opportunities to experience the album in new and innovative ways including: Sony’s proprietary 360 Reality Audio which utilizes over 30 dynamic speakers, photo and video moments for fans to share on their social media, a Thriller VR experience and an 18ft interactive crystal LED display with motion tracking technology.
MERCH SHOP
The experience ended with exclusive merch created by Ceremony of Roses. A range of items included the iconic varsity jacket from the Thriller music video, hoodies, t-shirts and the 40th anniversary edition of the album.