EA sports holds an annual gathering event every year announcing its new releases for the following year. This event is held indoors and is reserved for VIP and Press. This year we decided to switch this idea around. We wanted to take advantage of the mass flow on holidays and create a public impact and awareness, yet keeping it, still, a private event. We decided to turn the event into an outdoor advertising cube. We created EA CUBE. A space that holds an event within, while projecting it's "within", outside.
After the event, THE CUBE opened its doors to the general public so they could experience the new video games within its projecting 4 walls.