play Heineken Rugby World Cup 2015 video button

Heineken Rugby World Cup 2015

The idea

How to create a virtual Twickenham Stadium, while conjuring all the raw excitement and pulse-stammering suspense of a World Cup rugby game? This was the challenge thrown at us by Heineken, in a loud and proud celebration of its partnership with the Rugby World Cup.

The canvas

For this project we transformed iconic Somerset House into the home of England rugby, making one of the finest examples of Neoclassical architecture in the capital pulse with illusions of high-octane sport, fireworks and tier-upon-tier of zealously cheering rugby fans.

The physics

The spectacular 270° mapping show was created as the centrepiece of a VIP launch party in celebration of the opening of the Rugby World Cup. The projection tied in with a competition Heineken ran to give away its famous coin toss to one lucky rugby fan – specifically designed by our animators to create a realistic ‘on the pitch’ experience.

The experience

It was the launch party to top all launch parties, attended by rugby fans in their thousands and rugby royalty such as Will Carling, Matt Dawson, Scott Quinnell and John Smith. It also racked up over 650, 000 views on Facebook and stole headlines in The Daily Mail, The Guardian and numerous other high-profile media outlets.

Let's talk

Have an idea? We love a challenge.
We’d love your help to improve our site! Can you let us know:
I agree to my data been stored to receive newsletters, information and offers from Pixel Artworks.


Case study

Stay in the know

Sign up to our mailing list and keep up to date with the latest in immersive experiences