Enter The Dimension x The Weeknd

Global augmented concert and Web3 experience

Enter The Dimension was a global fan campaign for Binance and The Weeknd, connecting digital and live concert experiences through augmented reality, Web3 and interactive gaming. The online portal combined a concert-themed face filter, a Web3 puzzle game and a bespoke metaverse adventure with merchandise and ticket rewards.

At ten concert venues worldwide, a large-scale physical sculpture inspired by the Binance logo became the trigger for an AR game, extending the campaign into the live event environment and supporting platform sign-ups.

We provided technical direction across the campaign, helping connect the web, AR, gaming and physical activation components into a consistent audience experience.

Concertgoer holding a phone towards a large Enter The Dimension screen.
Group posing in front of a large gold Binance cube at an outdoor event.
Dancing avatars and concert graphics inside the Enter The Dimension virtual experience.
Gold geometric Binance sculpture with a QR-code pedestal in an outdoor plaza.
Two smartphones showing a concert camera effect and a colourful virtual cube puzzle.
Concertgoer scanning a QR code on a Binance and The Weeknd event screen.
Gold masks, floating cubes and illuminated panels inside the Enter The Dimension virtual world.