MSG Ventures created Sphere – a next level entertainment medium. Through the innovative implementation of art and science, Sphere Entertainment launched the Exosphere, the world’s biggest digital canvas, with the purpose of bringing wonder to the world. Partnering with the world’s best artists, designers, and technologists, we explored and harnessed the Exosphere’s capabilities, revealing a new surface for creativity unlike anything seen before, transforming Sphere into the world’s biggest outdoor gallery for art and brand experiences.

Sphere’s Exosphere has become a premier stage for brands to create awe-inspiring activations, immersing people in the most spectacular experiences on-ground and across social

Las Vegas is a dazzling shrine to entertainment. But how do you dazzle Vegas (and in turn dazzle the world) through the sheer wonder of a new kind of entertainment experience?

On July 4th, 2023, Sphere said “Hello World”, immediately stealing the limelight from the Las Vegas skyline and gaining a global following as fascination with the Sphere spread worldwide.

With its pursuit of bringing wonder to the world, Sphere Entertainment brought to life the Exosphere, creating a first-of-its-kind art gallery and a digital brand canvas, with programming that enabled the world to see, experience, and feel like never before.

Sphere’s Exosphere reimagined how a building could engage with people, connecting on a deeper level through a visual spectacle that awed millions on the ground and online. This was an entirely new level of immersive experience.

Since July we’ve collaborated with over 200 brands to concept and produce brand experiences that would dazzle visitors locally and across the web. Through our partnerships with the NFL, F1, Google, Netflix, and other Fortune 500 companies, we shifted the paradigm of how brand experiences and activations are created, raising the bar for the industry.

Sphere is one of the most sophisticated and surprising buildings ever built. For its highly anticipated debut, our team was tasked with its launch and to visually program it in a way that would turn it into a beacon of wonder, spectacular enough to captivate audiences around the globe.

Bringing it to life required new forms of awe-inspiring art and innovation. To spark what has now become a global obsession, Sphere Entertainment created dynamic art and branded content that made this spectacular canvas even more spectacular and instantly going viral.

With the introduction of this entirely new medium, we partnered with brands to transform how they connected with their audience. Sphere inspired brands to create content that doesn’t only drive brand awareness, but also drives affinity by creating new forms of experiential storytelling that connect with people on an immersive level, provoking emotions, surprising and delighting through artful visuals.

As the world’s largest and most technologically advanced canvas, Sphere’s ‘Exosphere’ invited the world’s premiere artists, creators, and technologists to imbue their vision on a platform just as unique. It became the world’s first building with feelings – greeting, celebrating, cheering you on, sometimes even judging you. Its undeniable visual presence quickly piqued the public interest and held their attention, quickly becoming the world’s most viral content platform.

Once we caught the world’s attention, we then unleashed Brand Moments and Experiences that enabled partners to showcase their personality and product on a scale never seen before, bringing their vision to life on the world’s most innovative screen during some of the world’s biggest events - Super Bowl LVIII and F1’s LVGP.

Sphere’s Exosphere became ‘The World’s Screen’, a larger-than-life platform for art, ideas and experiences that projected on a planetary scale, letting people see, feel, and experience like never before.

Our strategic approach was simple. We wanted to work with the most iconic global brands to create experiences that would inspire and bring wonder to the world, challenging them to think outside of traditional mediums and engage with their audiences in a totally new way, on a completely different level.

Our target audience was ambitious - the entire world. Sphere’s reach went far beyond the streets of Las Vegas, breaking every social media channel worldwide. To do that, we created art and promotional content that created larger than life spectacles, inspiring brands worldwide to join the Sphere conversation and create their own.

Sphere quickly became the most viral social medium worldwide, becoming ‘the world’s platform’ to amplify campaigns, transcending national boundaries, with a client pool all around the world, from Germany to China, Brazil to Singapore, the UK to the UAE.

Sphere came to life with a series of exciting creative expressions on the Exosphere: everything from a “living” emoji that gave the architecture a face of its own, to collaborations with artists across multiple genres on the world’s biggest digital canvas and outdoor gallery, to awe-inspiring brand moments that elevated events happening in the city. By tailoring our creative to interact with its surroundings - from a perfectly choreographed 4th of July fireworks, to becoming the centerpiece of F1’s Las Vegas Grand Prix, and elevating Super Bowl LVIII by becoming the ‘Pulse of the Game’ - we were able to inspire the world. Sphere quickly became the ‘world’s screen’, inviting everyone to see, feel, and experience like never before.

Since launching on July 4, 2023, we saw immediate adoption and growth, attracting a list of Fortune 500 clients and some of the world’s most innovative artists, amassing a multi-million social following.

As one of the most disruptive innovations of 2023, Sphere brought a new level of spectacle to Las Vegas that was quickly shared and celebrated around the world.

- 45.5B Global Impressions

- 4.9M Average Daily Views

- 209.6M Views on Social

- 15.7M Engagements

- 300K Average Daily Foot Traffic

- +3,852,726% YTD Social Growth

- TIME Magazine Cover and one of ‘2023 Best Inventions of the Year’

- Fast Co’s #14 ‘The World’s Most Innovative Companies of 2024’

- Sphere’s Emoji named NYT Style 71 Most Stylish ‘People’ 2023