Mind Zone
Powerade
Experiential, VR
We created the first-ever space in the Olympic Village dedicated to mental health. The Mind Zone was a physical and digital space at the Paris 2024 Olympics where athletes could prepare their mind for competition through breath work, mental health counseling, and a first-of-its-kind VR imagery experience.
Mind Zone VR Experience
Many elite athletes use imagery, a mental exercise where you imagine your movements in preparation for competition. But, not every athlete at the Olympics has access to a mind coach to guide them through an imagery exercise. We collaborated with Dr. Nicole Detling, a top mind coach, to create a VR experience that guides athletes through imagery.
8 languages
Our experience was translated into the eight Olympic languages using AI.
70 customized sports
Athletes could customize their experience by choosing from the 47 summer Olympic sports and 23 Paralympic sports.
Interactive haptics
Near the end of the experience, the VR controls would vibrate and show the athlete’s hands glowing in space to signify the power they hold as Olympians.
Make your mark
At the end of the experience, every athlete could add their signature to a digital board using the VR controls.
2800+ VR sessions
19+ Olympians won medals after Mind Zone
151 countries participated
Mind Zone Physical Space
The physical Mind Zone space was above the gym in the Olympic Village. In the Mind Zone, athlete’s could relax, unwind, and seek mental health services.
Credits
Client: Powerade, The Coca-Cola Company
Agency: Ogilvy
VR Production: Form&Fun
Architecture + Interior Design: AlterEko
Executive Creative Director: Guillermo Vega
Creative Director, Copy: Andre Santa Cruz
Creative Director, Art: Caio Batista
Senior Copywriter: Alexa Padron
Senior Art Director: Anika Grube
Executive Producer: Bronwen Lonsdale
Producer: Liz La
Press
Olympics.com
Awards