Heineken Silververse
Heineken came to India with a clear ask, to make a statement people would remember. MadEye answered with the Silververse, a one-of-a-kind launch in Mumbai that gathered music, sport and spectacle into a single night, built end to end by our studio and filmed as it happened, so the night lives on as an after movie.
Silververse was built as three worlds that guests could walk between, and our cameras followed them through each one. In the Music Dome, EDM beats electrified the crowd. The Sports Dome offered football experiences as immersive as they were thrilling, and the Launch Dome held the grand launch sequence and the headliner performances that stole the show. Outside the domes, the Star Zone slowed everything down with reggae and live music under the stars. Together they brought Heineken’s culture-forward energy to life in a new and exciting way, and every dome had its own look, light and sound for the film to capture.
We wanted the domes to move as one. Sports, music and technology were blended so attendees could cross from one universe into the next without feeling a seam, and the film was planned to do the same, cutting from dome to dome the way guests walked between them. Overhead, 360-degree projections wrapped the space, and interactive installations kept guests inside the action, so the night felt much bigger than an event. It was Heineken’s world, and the after movie lets anyone who wasn’t there feel it too.
MadEye has spent years among the leading event management companies in the industry, and our content production sits in the same studio, which meant the night was designed to be filmed from the first sketch of the domes. Abstract creative concepts were paired with disciplined event management and production, so every detail was thought through for the people in the room and for the camera. The result was both memorable and transformational.
- Three massive domes rose on site, each one dedicated to its own experience and each one built to look striking on camera.
- Passes were invite-only and went exclusively to squads of friends, so our cameras found groups arriving together, and the exclusivity made the night worth talking about.
- Overhead, a 360-degree projection lit the space like never before in India, and it gave the film its signature visual.
collaboration
Three Domes, One Night
Each dome held its own world. The Music Dome ran on EDM beats and the Sports Dome on football energy, while the Launch Dome saved the grand reveal for the high point of the night. Our crew covered them on one shared schedule, so the after movie moves between worlds like cuts in a film.
Squad Access Only
Invite-only passes went exclusively to squads of friends, which made attendance feel like an achievement and got people talking about the night before they ever arrived. On the floor, our cameras caught friends out together, which is what the crowd looked like from start to finish.
A First for India
A 360-degree overhead projection lit the night like never before in India. We shot it as the event’s visual signature, a canopy of light that tied the domes together on screen and gave Heineken’s launch an identity of its own.