Madison Square Garden – Fan Fabric

Infosys had just partnered with Madison Square Garden. A tech company, now inside one of the most emotionally charged places in New York. But people don’t come to the Garden open to marketing. They’re there to cheer their team, lose their voice a little, and be part of something bigger than themselves.

To find a place for Infosys in that room, a brand that doesn’t naturally belong there, meant we had our work cut out for us.

The work Drag to explore →

• 
• The Campaign
• The Experience
• AI and Art
• 

The Idea

The idea wasn’t to act less corporate. It was to borrow a bit of the energy people already bring into Madison Square Garden for Infosys. To become a brand that makes the game night a teensier bit better.

Inside the arena, fans could claim personalised digital tickets, designed by six NYC artists and generated through an AI-powered installation built for the Garden.

Our job was to make people find it, and feel it.

The Result

Fans left with a piece of their night at the Garden. And Infosys left with something a bit better than attention.