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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.



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.



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.