VML approached Analog Heart Creative Studio with a unique challenge: to transform an ordinary object—the gas pump—into an extraordinary in-game fan experience for the Sacramento Kings. The goal was to create a branded activation for ARCO that would capture attention, engage fans, and seamlessly roll on and off the court during home games.

We reimagined the act of fueling up into a dynamic competition where contestants raced to hit number targets, igniting crowd excitement with every play. Our team considered every detail, from integrating cable ramps for smooth mobility to engineering a build durable enough to withstand repeated use.