Star Wars Force for Change

Unicef lands at Star Wars Celebration 2015

5 May May 2015

When the news hit that Star Wars was contemplating making UNICEF’s Kid Power initiative it’s main charity for the year, UNICEF called us. We immediately understood the massive impact this could have on getting the Kid Power message out there. After designing the new logo and Identity for Kid Power, with only a month to go to Star Wars Celebration we rolled up our sleeves and dived into Star Wars culture to find all possible ties to physical activity, wearables, new technologies, and saving lives.
After a series of brainstorms, simulations and intensive workshops with UNICEF and Lucas Films, we decided on a themed obstacle course. Named Space Chase where kids get active through Star Wars based story telling, so they have fun living adventures like running in hyper space, rounding planets, dodging Tie fighters, and weaving through meteor fields. All the time collecting power points that are converted to funding by partners. These funds are used by UNICEF to deliver lifesaving packets of ready-to-use therapeutic food (RUTF) to severely malnourished children.
This is truly a perfect example of using the force for change… by getting kids active and saving children’s lives.

Hand sketches were produced to explore the overall mood and activity flow.

With tight timelines, ideas need to be free and fast.

Once the overall concept was defined, we layed out a 1:1 tape drawing to test spacing and activities.

Finally Star Wars Celebration opens in Anaheim, California.

Kids at the meteor field

Ivana Babic, part of the Design booth Team, was also an animator in the stand, observing and taking notes for the next one.