We created a social media campaign with a super-sized Rube Goldberg machine at its core, demonstrating the vital role FedEx plays in making the tournament go smoothly.
The machine helps tell the story of the incredible undertaking from FedEx – transporting everything from balls and bibs to the trophy itself between the 11 European host cities.
The numbers were as astounding as the finished product – two years in the planning, the machine took a kinetic artist and engineer seven weeks to build. We ran it 55 times over a gruelling two day shoot to achieve the one final take. There is no camera trickery or visual effects – we tell this story using a completely real, analogue machine.