A convention that starts weeks before the doors open.

Challenge

The event is one day. The engagement should not be.

A company convention gets people in a room for an afternoon. The brief was to make the weeks before it part of the event, and to give everyone a reason to be there at the reveal.

Solution

Everyone is in the picture, literally.

Four steps on the phone, no app to install. Employees registered with name, surname and company email, with the privacy consents inside the form. A six-digit code sent by email confirmed it was really them, with no password to remember. The selfie was guided, with an oval to frame the face, a countdown and a preview before confirming. Taking part also entered them into a prize draw.

Every photo then passed through moderation before going live — on an internal campaign, that step is not optional. In the back office each photo is approved or rejected with a reason, and the employee is told by email when theirs is in the mosaic.

Approved photos became tiles of a mosaic that grew as more people took part, progressively forming the shape of an Italo train. The mosaic recomposes itself automatically, at set thresholds and at set intervals, in a background job. A Deep Zoom viewer lets anyone zoom into the image and search for a name to find their own face. The finished mosaic was revealed at the convention.

Why it matters

A mechanic with the brand taken out.

Registration, moderation, a growing collective image and a reveal: none of that is specific to a train or to a rail company. Change the silhouette and the same build carries any convention, which is exactly what makes it worth an agency’s time.