Visit Lauderdale made winter feel breakable.

Break Free used 3D billboards, heated pop-ups and creator content to turn the contrast between winter and Lauderdale into an experience. In Chicago, visitors physically broke through winter at the heated installation in Pioneer Court.

After the edit locked, the film needed a new scene: a woman touching the Break Free from Winter box and setting the transformation in motion. Midjourney and Kling helped build that scene to match the existing footage, keeping the original air date without a reshoot.

The Chicago installation, fabricated by Factory360 for Spark, received Gold for Best Design Detail at the 2026 ExSys Awards.

The anamorphic board wrapped three faces of the corner: waves breaking out of the frame, beach icons thrown into the street, a splash that read as real to the people underneath it. It ran day and night through the coldest weeks of the year.

A shipping container landed in Pioneer Court with a sheet of ice across its face. Visitors took a hammer to it and broke through into a beach in the middle of a Chicago January: sand, deck chairs, a palm and warm air. Over 150,000 people came through.

Creators ran the contrast in real time. Get Ready With Me, but the getting ready is leaving winter behind: frozen layers at the top, poolside by the end. Shot on their own phones, in their own weather.

The paid units carried the same idea into display. Each one is a Break Free box you open: a swimsuit, a snorkel, a pair of shorts waiting behind the glass instead of another beach photograph.

These results belong to the Break Free winter campaign: increased visitation in target markets, 2.5× likelihood to visit and an 85% increase in brand love.