Invesco QQQ’s “Innovation Arena”

Turning a March Madness sponsorship into an AI-powered masterclass in cultural relevance.

Role: Associate Creative Director (Copy) | Year: 2024 + 2025

Invesco QQQ is the Official ETF of the NCAA - a financial brand with a genuinely compelling story about technology and innovation, trying to make itself felt at one of America's biggest sporting moments. For the fourth year of their sponsorship, the client asked us if they should make a social media post.

We had a different idea.

Instead of content, we built an experience: an immersive, AI-powered "phygital" arena that let fans feel what it's actually like to play in March Madness. Deployed at both the Men's and Women's Final Fours in 2024 and 2025, the Innovation Arena became the centerpiece of the QQQ sponsorship - translating a complex financial brand into something visceral, memorable, and shareable.

The brief was small. The idea got big. That's usually how the best ones go.

Agency: 160over90, a William-Morris / Endeavor Agency

Partner: Groove Jones (they are great!)