Microsoft Internet Explorer 9 Launch

Where: Toronto

For: Taxi

For the Canadian launch of Microsoft’s Internet Explorer 9 browser, Moment Factory created an extraordinary urban experience in the heart of Toronto. The mission: produce an event that would capture the imagination of tech fans and the general public alike, and create the interactive elements of the game ”Battle for Beauty”. 

“Battle for Beauty” was originally developed by 4 cent 4, and Moment Factory transformed it into an interactive experience. Nearly 2,000 people of all ages gathered in front of a giant screen set up in downtown Toronto to play a live online game against opponents playing from home. The goal was to eliminate characters controlled by the online players by throwing balls at the screen, which was equipped with an interactive system. A camera captured the live action and streamed it to home players to enhance the sense of simultaneity. To emphasize the event’s larger-than-life sense of fun, the Internet Explorer logo was projected on nearby buildings – including the CN Tower.

 A canvas-backed 40 x 12

foot screen was custom-made for the event. Three 18,000-lumen HD projectors relayed the live game action. As well as producing the event and developing “Battle for Beauty”’s interactive elements, Moment Factory created stage and lighting designs integrated with the game.

GALLERY