U2 x The Sphere “Illuminate Reality” Campaign

Role: Creative Strategist & Designer
Project Type: Experiential Campaign · Brand Activation · Tech Integration

Overview:
The “Illuminate Reality” campaign reimagined U2’s Las Vegas Sphere residency through immersive storytelling and innovative technology. The concept extended beyond the venue, introducing mini Illuminarium replicas of the Sphere placed throughout the Las Vegas Strip. Each installation allowed visitors to experience a preview of the concert, access ticket links, and engage with the band’s visuals through interactive displays. The campaign also featured an Apple Vision Pro collaboration, enabling fans to experience the show virtually or by scanning a QR code for mobile AR immersion. Influencers received exclusive PR packages containing Sphere mini projectors that recreated the concert experience at home, expanding the campaign’s reach across digital platforms.

Focus: immersion, innovation, and connectivity.
Deliverables: campaign concept deck, experiential activation plan, AR and Vision Pro integration strategy, PR package design, and presentation for rollout.