MLS2017 Activation - CODAworx

MLS2017 Activation

Client: Target

Location: Chicago, IL, United States

Project Team


Adrian Scott

Go2 Productions

Industry Resource

Go2 Productions


For MLS2017, Go2 was asked to create a soccer-based experience that would attract a crowd both throughout the daytime and also retain interest throughout the evening. We knew we wanted to use Projection Mapping but PM only works on buildings in the evening when it’s dark. So how could we make a projection mapping experience extend throughout the day? The solution turned out to be an innovative use of LED tiles and a little bit of creative R&D.


The first challenge for us was to design a projection mapped experience that could be somehow extended throughout the day. With the whole event being based around soccer it seemed natural to create something revolving around goal scoring. Out of the brainstorming session came one lead idea that sounded amazing but also presented our second big challenge. “Could we really set this up in a way that allowed members of the general public to kick a professional soccer ball directly at $200,000 worth of LED wall, with moving TARGET logos?”. The idea was a big hit with the client, so that’s when we started an in-depth R&D session to see if we could make it work.
We built the goal posts into the LED wall truss design for stability, which left the goal mouth just 2ft in front of the LED wall – giving a much more realistic feel to the experience.

Additional Information

The interactive soccer game had a constant line up of guests ready to take part, with a permanent crowd of people around the activation cheering on each participant. Once night fell, we selected one of the top players to take part in a special Light It Up ceremony, where they kicked the ball at a special target that triggered the 23-storey projection mapped experience on the iconic Tribune Tower. From that point on, every shot that was taken on the ground translated into a projection mapped HIT or MISS animation on the building, all consistent with the TARGET brand.