Target wanted to create a memorable experience when they launched their Bullseye University event, one of the largest and most successful retail activations to date. Partnering with Ben & Jerry’s, we were tasked with fabricating a custom Rube Goldberg machine as the centerpiece of the experience.
Our team of creative technologists, fabricators, and 3D printers engineered an elaborate contraption with a delectable twist: ice cream. The machine, which was made for both live and online viewers, was the focal point of a Target and Ben & Jerry’s live-streamed cross-promotion.
Balls raced through custom-fabricated metal tracks, passed through 3D-printed gadgets, and activated playful sequences, all of which came together in whimsical references to the ice cream brand. The entire construction was a flurry of motion. Multiple balls were in play at once, and the audience on social media became active participants in the event as their paths were triggered by both mechanical and real-time Twitter activity.
The outcome was both technically intricate and aesthetically striking. A perfect showcase of how fabrication and storytelling collide. The installation became a defining feature of the Bullseye University campaign, garnering millions of unique impressions and industry recognition.