Experiential

VW IQ. Trivia.

Date

2022

Client/Agency

VW/Spinifex Group

Role

Creative Director & Design

VW wanted a game for the auto show floor, something fun, competitive, and educational that could draw people in and hold their attention in one of the loudest, most distracted environments imaginable. IQ.Trivia was a live multiplayer trivia game where visitors played from their own phones as a second screen experience, with everything feeding up to what was the largest LED wall ever built for an auto show.

I handled creative direction, design, and animation across the full experience.

The Challenge

The scale of that screen was both the headline and the hardest design problem. A display that size and width doesn't behave like a normal screen. Content that works at standard proportions falls apart when it's stretched across something that becomes the visual centerpiece of an entire convention hall. Every question screen, answer reveal, award moment, and animation had to be designed with that canvas in mind from the start, not adapted to it after the fact.

The second challenge was the brand ambassador control app. The staff running the game changed multiple times throughout the show, so the backend couldn't rely on anyone learning the system deeply. I put a lot of thinking into how to strip that experience down to only what was needed, making it simple enough that someone new could pick it up and run a game confidently without any real training.

LED Screen Designs

The Approach

Players scanned a QR code, entered their initials, and joined a live game lobby from their phone. Questions appeared simultaneously on their screen and the LED wall, with a timer running, faster answers earning more points. The leaderboard was live and visible to everyone in the booth, which created real competition and kept the energy up on the floor. Winners took home VW swag, which kept the stakes high enough to matter.

The design system had to work across two very different screens at once, a personal mobile device and a wall that could stop foot traffic from across the show floor. Animation and transitions were built to land on both without feeling mismatched.

Host iPad UI Design

Early Prototype

The Outcome

Thousands of people came through on opening night alone. Over the course of the season it became one of the most trafficked areas in the stadium, working both as a fan experience and as a brand and outreach tool for the team.

Jeff Levine

Fake-Up

Creative Director, Designer & Artist