Case study · Mastercard / 2024
Turn the audience into the real-time visual experience.
Visitors become custom digital avatars moving inside a three-dimensional environment on a large LED wall.
- Brand
- Mastercard
- Event
- Salone dei Pagamenti 2024 — MiCo, Milan
- Delivered through
- A partner agency, with GiacApp as technical producer
- GiacApp role
- Interactive experience development, three custom avatar concepts, real-time implementation and onsite support
- Technology layer
- Real-time 3D · audience interaction · large-format display
See it running
Thirty seconds of the real thing.
Nothing loads from YouTube until you press play.
Challenge
Make a payments trade fair worth stopping for.
A stand at a professional conference has a few seconds to earn attention, and a brand like Mastercard cannot buy that attention with noise. The ask was an audience experience where visitors become part of the branded visual world rather than watching content on a screen.
Solution
Three avatars, modelled to the brand’s own creative direction.
The application transforms audience members into digital avatars moving inside a three-dimensional environment displayed on a LED wall. Three avatar treatments were designed and modelled specifically for this activation — Flowers, Bubbles and Lines — each developed from creative directions supplied by the client rather than pulled from a library.
The result is an interaction people cannot get anywhere else and cannot passively watch: the environment only moves when they do.
Extension path
Game mode.
The same technology is being extended with new interaction models. With game mode active, avatars interact with dynamic elements inside the virtual environment — turning a visual engagement into a competitive one, with everything that brings for dwell time and data capture.
Anyone can render an avatar. Doing it live, once, on a date that cannot move is the job.
Everything above comes from what giacapp.com already publishes. Still missing, and only you have it: the tracking setup and real-time stack, audience throughput, installation footprint, dwell time and any measurable outcome Mastercard or the agency shared. Nothing has been invented — that is why those figures are absent. Also confirm whether the commissioning agency may be named here.
Planning something similar?
Talk to us before the technical choices become fixed constraints.