Powerade Mindzone

Intro

A sensorial and mindfulness VR experience designed to elevate the emotional well-being of athletes in the Paris 2024 Olympic Village.

Context

Imagery (or visualization) is a mental rehearsal technique used by many elite athletes, with 97% believing it improves performance. Olympians from higher-income countries often work with mind coaches-sports psychologists who guide them through imagery exercises. But, many Olympians lack these crucial resources, limiting their ability to reach their full potential.

Idea

For the Paris 2024 Olympics, Powerade partnered with the International Olympic Committee (IOC) to create the Mind Zone - a first-of-its-kind immersive VR experience that simulates visualization exercise with a mind coach. The experience was tailor-made for Olympians, with audio, visual, and tactile cues to prepare them for whatever came their way, from walking into the Olympic stadium to competing in their specific sport. To bring the Mind Zone to life, we collaborated with IOC sports psychologists and world-renowned mind coach Dr. Nicole Detling (Team USA). The physical Mind Zone space was located inside the Athlete Village, above the Olympic gym, so athletes could train their mind and prioritize their mental health.

Role

VR Development

Artificial Intelligence

Creative Direction

Art Direction

UI/UX Design

Motion Design

3D Design

Sound Design

overview

Nine scenes were crafted from scratch. These range from a zen-inspired lobby to the iconic entrance of the Eiffel Tower, from the energy of a stadium celebration to a captivating constellation of sports. Each scene draws inspiration from the brand's signature colors, evoking natural elements like the tranquility of water and sunsets.

sensorial interactions

Interactions that activate hand controller vibrations, immersing athletes in a tactile experience that conveys a realistic sense of internal force and impact.

reactive to touch

Athletes engage with virtual elements using their virtual hands, creating a heightened sense of realism as the environment responds intuitively to their touch.

SHAREABLE DIGITAL AUTOGRAPH

Athletes were invited to leave their mark on a virtual autograph wall, also displayed at the Olympic Village, commemorating their participation in the 2024 Paris Olympics and the Mind Zone experience, creating a lasting digital legacy.

NICE — THE GODDESS OF VICTORY

To deepen the experience, we integrated symbolic elements inspired by Olympic traditions, evoking the spirit of victory and honoring the legacy of the Games.

AESTHETIC

High-poly models were crafted as the foundation, then optimized into low-poly versions, with high-definition details preserved through advanced texturing techniques.

THE STADIUM DESIGN

Personalized stadium versions were crafted to seamlessly adapt for both the Olympics and Paralympics, tailored to the user's selection for an inclusive experience.

INSPIRED BY THE BRAND

The stadium’s design draws inspiration from the Powerade brand, using it as a foundation for the stadium pillars, embodying the brand’s energy and identity.

8 languages

The experience was offered in eight languages, using a unique AI setup to ensure the narration captured the right intonations and emotions.

personalization

Athletes could choose from 47 Olympic sports and 23 Paralympic sports, allowing for a fully customized experience tailored to their preferences.