What we did

  • Prop Design & Build
  • Install & Logistics
  • Location Booking
  • Photography and Press Wire Distribution

Final Fantasy XIV: Aetheryte Crystal

Final Fantasy is one of the most successful games of all time. We were tasked with creating a buzz with fans and influencers to support the launch of ‘Final Fantasy XIV: Dawntrail’

The Objective

We were briefed to bring one of the iconic and recognisable brand assets to life – the Aetheryte Crystal. The aim was to create this as centre piece for fans to come and see and gaming-led influencers to talk about.

The Execution

We built the Aetheryte crystal at 4m high and 1.7m wide, complete with internal lighting to recreate the magical glowing effect and suspended rings that appeared as if they were floating
The crystal was installed for a day outside the front of King’s Cross Station – a location with high footfall and also accessible to travelling fans.  It was also strategically located within proximity of the launch party providing a great first touchpoint for creating social currency from influential guests.


Over 1.5m people saw the crystal IRL
Social exploded, with influencers and fans sharing and talking about
Extensive coverage from industry press
Fans describing it as; “just like the real crystal!”, “the best thing I’ve ever seen” and “an experience I never thought I could have”