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Moving Snowball Activation using 2.8mm LED

  • Snowball LED experiential activation in London

Our technology team originally received a brief looking for an outdoor LED wall that could withstand ‘fake’ snowballs being thrown at it from the public. This quickly changed to an indoor environment using real snow and at close range. The activation was for Swiss Air, a global brand and led by Blow Factory.


Due to the close proximity of the visitors to the screen, we deployed the new 2.8mm LED in a 3m x 2m formation. The 2.8mm pixel pitch meant that the screen would retain full clarity, even when visitors were only a metre or two away from the screen.

To ensure protection of the LED wall the client had a 15mm acrylic mask produced to act as an overlay which was them embedded within a custom waterproof housing. The entire R&D phase was supported closely by Smart AV including the testing of the Hummingbird laser system used to make the LED wall interactive with custom client content, that was conducted onsite in our 40,000 sq ft facility.

Pre-event we conducted a solid two-day testing process to ensure that the content produced and technology could withstand the speed and velocity of snow, while still creating the desired visual effect.


The snowball activation was a fantastic event, that encouraged public participation not only on the day but also across social media channels as visitors shared their experience. The response to being able to throw live snow was one of surprise and delight, once again highlighting the versatility of LED hardware when used in a creative way.

Watch the video here:

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