An Immersive Anniversary Experience for Wrestling Fans
AEW 360°
Dynamite Arena
My Role
Creative Direction, Product Strategy, UI Design, Animation, Design System
Overview
To celebrate the first anniversary of AEW: Dynamite on TNT, All Elite Wrestling (AEW) sought to deliver an extraordinary, immersive experience for fans. Dragon Army helped bring this vision to life with a 360-degree “AEW Arena” digital experience, allowing fans to explore and discover exclusive, fan-focused content. Through a fully interactive map filled with hotspots, fans accessed a treasure trove of AEW content—backstories, extreme wrestling moments, and hidden highlights from the league’s inaugural year.
Awards
2021 Web Excellence Award (Entertainment)
Challenges
The AEW anniversary experience required a compelling and immersive web environment that offered time-gated content, building anticipation up to the big day. Additionally, the experience needed to engage fans deeply, encouraging them to explore various types of media, from video clips and images to marketing links that highlighted AEW’s dynamic content.
Solution
We developed a 360-degree, fully immersive 3D arena that allowed users to navigate the AEW experience like never before. Content was strategically placed throughout the arena, aligning with key areas to reflect memorable moments in AEW’s history. Secret content was hidden within the arena, rewarding exploration and adding an element of discovery that kept fans coming back for more.
Delight
To enhance the experience, we borrowed from the motion graphics seen in AEW’s television promos, bringing premium production quality to the digital space. Custom, on-brand artwork was crafted to highlight AEW wrestlers in iconic poses, adding both visual appeal and brand consistency across all touchpoints.
Conclusion
The AEW 360° Dynamite Arena was met with great enthusiasm from AEW and its fans, reinforcing Dragon Army’s reputation as a trusted, collaborative partner. As AEW shared, “We love their ideas and work. We’ve got trust and collaboration that allows us to present a vision and know they’ll bring it to life in ways that are truly special for us and for our audiences.” This project set a new standard for fan engagement, solidifying the AEW-Dragon Army partnership as a source of innovative, fan-first experiences.
35
Days to Completion
+334K
Site Visits
+26K
Contest Sign-ups
This was one of many projects we have done with Dragon Army. We love their ideas and work. We've got trust and collaboration that allows us to present a vision and ideas, and know they'll bring them to life in ways that are truly special for us and for our audiences.
Daniel Park
Sr. Director, CRM & Digital Operation @ Warner Media
