At TED 2015, Target was invited to create a social space for the conference theme of “Truth and Dare.” Based around the concept of The Daring Truth, we dared guests to shift their perspectives through the use of visually challenging and unexpected design elements and unique entertainment moments.

 

The Daring Truth came to life through a series of optical illusions designed to challenge the perspectives of the attendees, questioning ever-changing “truths.” One representation included a suspended art installation, by renowned artist Mike Murphy, consisting of over 2,500 red and white balls, revealing two different logos depending on the point of view. 

 

We also took the idea of “dare” literally by printing dares on coffee sleeves, provided by the guests themselves, and for the “truth” part, we used lie detection technology to create an interactive booth that turned guests’ own truths (or non-truths) into a beautiful print they could take home.​

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Our role: Lead Producer at Deutsch LA