Commissioned ConceptBrand Experience

Spider-Man: Brand New Day

Train like the hero.

Commissioned Concept — designed, not produced

A commissioned concept exploring how movement, play and physical challenges could bring the Spider-Man universe into the real world.

The challenge

Brand experiences often ask audiences to look. Fewer ask them to move.

What we designed

A design study translating a character's abilities into real physical challenges — agility, reach, timing — so the fiction is felt rather than displayed.

How people would participate

Visitors would move through a sequence of physical tests, earning the identity rather than being handed it.

Storyworlds lens

Identity

A girl leaping over a hurdle while a coach steadies her landing at an outdoor track — The leap · clear it like the hero

A coach guiding a boy into a low crouch on a mat at an outdoor sports festival — Get low · move like a spider

A woman hanging upside down from gymnastic rings on an indoor obstacle rig — Upside down · a new perspective

A boy balancing across half-domes on an outdoor course as a younger child watches — Balance · every step counts

All work

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