Story

ASICS had compelling scientific evidence that exercise sharpens cognitive performance. The challenge was turning a documentary launch into something content creators and press would actually feel, not just watch. Mind Games: The Experiment needed an event that made the science visceral.

Action

Across three London venues over 24 hours, Seed built an immersive world around the documentary's core thesis: that physical movement changes how your brain performs.

At BAFTA, over 200 international guests attended an exclusive 360º gallery-style screening, with projection mapping and a curated lighting installation transforming the space before immersive in-room games extended the experience beyond the screen. The ASICS flagship store became a live version of the experiment itself - guests took a mental performance test, then headed to Hyde Park for an exclusive exercise class before retesting. The before-and-after structure let attendees feel the cognitive shift rather than take ASICS's word for it.

At Nobu Hotel, 105 influencers and media guests moved through four bespoke rooms during a cast media day, each themed around one of the documentary's games with masterclasses running in each space. The cast were present throughout, giving the day a level of access that made the content genuinely worth creating.