INTERNATIONAL UNDER ICE GAMES
A new competition format built around under-ice navigation and transformed into an audience-facing international event with ceremony, live information, branding and a clear spectator journey.
Create an event around action happening under the ice.
Participants navigated underwater using a map and compass, moving from point A to point B and back. The competition included professional and beginner leagues with separate men's and women's classifications.
Make an invisible competition understandable and emotionally engaging.
The course itself happened below the ice. Large-screen underwater coverage and live commentary therefore became part of the spectator experience, supported by ceremony, branding, awards and visible competition logic above the surface.
International Under Ice Games
Competition, underwater action, spectator communication, branding and awards from the complete published project archive.
International layer
Competitors came from Vladivostok, Nakhodka, Kaluga, Artyom, Moscow, Yuzhno-Sakhalinsk, Khabarovsk, Yekaterinburg and Egypt. World-record deep diver Ahmed Gabr participated as an honorary guest.
Experience beyond the competition
The event was developed as more than a start list and timing system. The spectator layer included live information, commentary and screen content; the participant journey extended into awards, banquet, prizes and a recognisable event identity with its own seal mascot.
Role
Event concept development, spectator-experience logic, ceremony and entertainment integration, live-information thinking, branding, awards flow and participant-facing production coordination.
Why it matters
The project demonstrates how to create a coherent live experience when there is no established event template, the physical environment is unusual and the core action itself is difficult for an audience to observe directly.