// CaseStudyBattingLab.jsx — The Batting Lab case study. // Wrapped in IIFE so internals (CS, helper components) don't collide with // other case studies. Same editorial layout language as the Cadillac and // 23.Springs case studies. ;(function () { const { useState: useStateCS, useEffect: useEffectCS, useRef: useRefCS } = React; // ============ SOURCE CONTENT ============ const CS = { slug: 'batting-lab', title: 'The Batting Lab', subtitle: 'An immersive batting cage activation — UX/UI and multi-projection-mapped content driving an interactive, AI-aware experience.', client: 'SAS', agency: 'McCann', studio: 'Volvox Labs / OBJ', year: 2022, format: 'Immersive · projection-mapped · interactive', role: 'UX/UI · Multi Projection Mapping Content', lead: 'A first-of-its-kind immersive batting cage. Players step inside a fully projection-mapped environment that tracks their swings, scores their data, and reflects it back as motion, light, and feedback — turning practice into spectacle and data into experience.', concept: [ 'The brief: build a batting cage that is also a stage. Make practice visual. Make every swing legible. Use data not as a readout but as a material — translated into surfaces, color, and motion that respond in real time.', 'A multi-disciplinary build, fully integrated end to end: sensor data into custom software, software into rendered content, content onto five projection-mapped surfaces, and surfaces orchestrated through a UX/UI that any player can pick up.', ], blocks: [ { no: '02', key: 'data', eyebrow: '02 — The Data', title: 'The Data.', body: [ 'High-frequency capture of every swing — bat speed, contact point, exit velocity, launch angle, spray direction. The raw stream of a single at-bat becomes a structured, queryable record.', 'Data is the raw material of the experience. It feeds the visuals, drives the feedback, and persists per-player so progress is measurable session over session.', ], images: [ 'site/assets/02_PROJECT/2022/BattingLab/GraphWalkthroughIncage.gif', 'site/assets/02_PROJECT/2022/BattingLab/IMG_0734_MADDIE.jpg', ], cornerTl: 'BLOCK 02 / DATA', cornerBr: 'TELEMETRY', }, { no: '03', key: 'learning', eyebrow: '03 — Learning Experience', title: 'Learning Experience.', body: [ 'Every swing is read, scored, and reflected — turning blind repetition into visible progress. The cage answers in motion and color: a clean strike one way, a miss another.', 'Designed for first-time visitors and serious players alike. The UX scales from drop-in fun to deliberate practice, with deeper layers available for those who want to drill into their numbers.', ], video: 'site/assets/02_PROJECT/2022/BattingLab/VDO/Header.mp4', cornerTl: 'BLOCK 03 / LEARNING', cornerBr: 'UX · FEEDBACK', }, ], // The fourth section is a multi-discipline build summary, rendered as a 4-up grid. build: { eyebrow: '04 — Build', title: 'Content production. Fabrication. Software. Art direction.', intro: 'A fully integrated build delivered across four disciplines, every layer authored in-house and tuned to the same source data.', pillars: [ { no: '04.01', label: 'Content Production', body: 'Generative and pre-rendered content authored to a single, composited canvas — built to read across the projection surfaces and against the geometry of the cage.', }, { no: '04.02', label: 'Fabrication', body: 'Cage geometry, surface treatments, sensor mounts, and projector rigging — designed and fabricated in-house to spec, install-ready and tour-ready.', }, { no: '04.03', label: 'Software Development', body: 'Sensor capture, data normalization, real-time visual triggers, and player session persistence — a custom stack tying telemetry to render in milliseconds.', }, { no: '04.04', label: 'Art Direction', body: 'A unified visual language across UI, in-cage content, and feedback states — calibrated to read at distance, in low light, and through the parallax of projection.', }, ], }, credits: [ { role: 'Client', who: 'SAS' }, { role: 'Agency', who: 'McCann' }, { divider: true }, { role: 'Design Partner', who: 'Volvox Labs / OBJ' }, { role: 'Technology Director', who: 'Ben Forest' }, { role: 'Creative Technologist', who: 'Matthew Ross' }, { role: 'Motion Designer', who: 'Pasakorn Nontananadth' }, { role: 'Motion Designer', who: 'Siriphong Tipayakesorn' }, { role: 'Graphic Designer', who: 'Yalan Wen' }, { role: 'Physical Experience Designer', who: 'Zyia Zhang' }, { role: 'Fabrication', who: 'Max Smith · Benjamin Mosca · AJ Sapala · Ciara Smith' }, { role: 'Producer', who: 'Gilad Dor' }, ], press: [ { role: 'Press', who: 'The Today Show', href: 'https://www.today.com/video/how-this-high-tech-batting-cage-is-getting-kids-involved-in-stem-142680645543', }, { role: 'Press', who: 'AdWeek', href: 'https://www.adweek.com/creativity/how-an-analytics-company-used-a-batting-cage-to-get-kids-amped-about-data/', }, ], }; // ===================================================================== // Shared atoms — scoped to this IIFE. // ===================================================================== function MonoLabel({ children, dim, size = 11, style }) { return (
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