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Ford has created a large AI installation to encourage passersby to share their passions ahead of the launch of its latest Focus model.

The activation is a six-metres high, 30-metres long structure that spells out "focus" with 540 LED video tiles embedded across them.

Visitors can tell the machine their passion, such as football, and it will display an image of the person along with images and videos of their chosen subject.

The activation, which will be delivered by brand experience agency Imagination, is expected to welcome between 20,000 and 40,000 people over four days at the Queen Elizabeth Olympic Park in east London. It is part of Shell's "Make The Future" campaign.

There will be a range of science experiences including an area with four six by four-metres screens which people can step into the middle of and interact with to learn about the future of energy. A range of VR, AR and AI experiences will also be available for guests to take part in.

The world of marketing communications is shifting rapidly to focus on Experiences. According to the IPA’s Bellwether report, investment in event marketing has grown consecutively in the UK for four-and-a-half years. To celebrate the power of experiences and further raise the profile of experiences, Imagination has developed the first Connected Experiences Index Report.

Imagination was proud to be a founding sponsor of Createch Summit which took place in London on Tuesday 12 June 2018 as part of London Tech Week.

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