Hitting the LED Target for the Target Brand


For Major League Soccer season (MLS2017), Go2 Productions was asked to create a soccer-based experience that would attract a crowd both throughout the daytime and also retain interest throughout the evening. The solution turned out to be an innovative use of LED tiles for an interactive soccer experience during the day with a projection mapping component to amp up the experience at night.

Nominating Company: Go2 Productions, Vancouver, BC, Canada
Venue: Target MLS2017, Chicago, Illinois
Project: Target MLS2017
Category: Venues & Public Spaces

For a landmark Target location in Chicago, Go2 needed to come up with an immersive experience that was based on MLS2017 and that would grab people’s attention during the day and also continue to wow at night. The experience needed to appeal to all age groups and be interactive while also using projection mapping.

The first challenge for Go2 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. The client was Target, so Go2 started brainstorming ways to fully integrate the brand into the experience, instead of simply wrapping the brand colors over something.

Out of the brainstorming sessions came one lead idea that sounded amazing but also presented the 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 when Go2 pitched the concept, so that’s when they started an in-depth R&D session to see if they could make it work.


Initially, the first designs meant the LED wall would be around 10 feet behind the goal mouth, behind the netting of a full-sized goal, which completely blew the illusion and felt pointless.

The next iteration meant building the goal posts into the LED wall truss design for stability, which left the goal mouth just 2 feet in front of the LED wall — a much more realistic feel to the experience. The final challenge was to design a way to secure the goal netting onto the mouth of the goal in a way that could stop a professional soccer ball being kicked at full force before it reached the LED wall. As you can see from the video, Go2 managed to overcome all challenges, and the whole activation was packed solid all day long, with children and adults of all ages taking part in the challenge.

The interactive soccer game had a constant lineup of guests ready to take part, with a permanent crowd of people around the activation cheering on each participant. Once night fell, Go2 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.


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