Whatever you get into, make sure you can get out. That's the challenge State Street Global Advisors is putting to financial advisors, who are in constant search for liquidity in a volatile, competitive market. It's also the idea behind the Liquidity Maze, an immersive, panoramically engaging VR experience the company and its highly liquid DIA fund are launching at Exchange: An ETF Experience, the industry's first big conference in two years, on April 11–14 in Miami.
Agency: McCann, New York
The Liquidity Maze gamifies the quest for liquidity and challenges our audience to get in and out as quickly as possible. If players get stuck, State Street Global Advisors is there to help, via a blue Liquidity Orb that shows them the way.
The experience consists of 5 unique levels culminating in the Liquidity Room, where players achieve liquidity and are given their final time. A leaderboard at our booth ranks the top 10 players at the 2,000-person conference and tallies up the $30,000 in donations State Street has committed to charities across the three-day event.
Housed in a sleek booth with undulating, liquid-like sides, the maze is designed to stand out and let the audience know that State Street Global Advisors and its DIA fund are there to help them find the liquidity they're looking for.
Other credits
Creative Credits:
McCann NY
SVP Group Creative Director: Gene Campanelli
SVP Group Creative Director: Peter Powell
Senior Copywriter: Josh Comas-Race
Senior Art Director: Luzdivina Ruiz
SVP Executive Director of Innovation Production: Mihae Mukaida
Event Producer: Amber Briscoe
Digital Producer: Sean Flanigan
Producer: Isabel Conte
SVP Group Strategy Director: Anna Andreis
VP Strategy Director: Daniel Lammon
EVP, Global Account Director: Rob Rawley
SVP, Executive Account Director: Amber Greenwalt
Account Director: Cheryl Edwards
Senior Account Executive: Catherine Peta
Senior Project Manager: Torey Koltun
Business Manager: David Halberstadt
Craft NY
Executive Print Producer: Eileen Kaufman
Brand Content Creator: Brett Berman
Brand Content Creator: Aude Cuenod
Brand Content Creator: Sam Rimland
Senior Producer: Zoe Greene
State Street Global Advisors
Global Head of Brand Marketing & Communications: John Brockelman
Head of SPDR ETF Marketing, North America: Sarah Estwick
Marketing Director: Kelly Beaudin
Vice President, Advertising & Paid Media: Kristie Tillinghast
Event Program Manager, SPDR® Event Marketing: Meaghan Giangregorio
Vice President, SPDR® Event Marketing: Kristina Mannis
Senior Associate, Marketing: Devon Laudadio
Production
VFX:
Preymaker | Creative + Technology
625 Broadway, 7th Floor
New York, NY 10012
Maker: Angus Kneale
Maker: Verity Grantham
Maker: Melanie Wickham
Maker: Rob Petrie
Maker: Ruben Vandebroek
Maker: Zach Fortin
Maker: Rune Mansson
Maker: Katherine Lannon
Maker: Kendall Rotar
Maker: Jabulani Simelane
Maker: Louis Charles La Manna Harvey
Maker: Joseph Reilly
Maker: Casey Herrick
Maker: Ben Weaver
Maker: Syd Fini
Maker: Steven Guas
Maker: Katie Schiffer
Maker: Bradley Stilwell
Maker: Jongmoon Woo
Maker: Bell Rodrigo Brito da Silva de Deus
Maker: Davis Grzesik
Maker: Hassan Taimur
Maker: Nic Barnes
Maker: Alan McSeveney
Fabrication Company:
The New Motor
116 8th St.
Brooklyn, NY 11215
Design Consultation/Fabrication: Jorge Parreira
Project Manager: Stephanie Darna
Fabrication Design: Graham Kelman
A/V:
NMR Events
28 Abeel Rd
Monroe Township, NJ 08831
A/V Design Consultant, Producer: Eric Skoloda
Music Composition:
Amber Music
1364 Hancock Street
Brooklyn, NY 11237
Sound Design: Daniel Nolan
Music: Amber Music
Music Supervisor / Unreal Sound Mix Advisor: Mike Perri
Executive Producer / CD / Unreal Sound Mix Advisor: Michelle Curran
