It’s not every day that we get to work on a project with such promise!
In June 2024, the creative agency DRPG approached Primatix to create a custom AI photo booth activation for their client INEOS. This was a month-long activation at Battersea Power Station in the heart of London.
Visitors could step into the adventure themselves, thanks to the ‘Weekend Adventurer AI’ photo booth, where they could choose their backdrop — whether it was mountains, sea, forest or snow — giving participants the opportunity to picture themselves in the rugged environments where the Grenadier truly shines, and leave with a branded image that reflected the vehicle’s off-road capability.
Due to the longer-term nature of this installation, we opted for an iPad-based deployment to ensure a maintenance-free experience for the brand ambassadors onsite, with a hardwired internet connection (via a USB-C coupler — something that breaks all the rules!).
The photo booth was a hit with visitors, delivering a unique, personalised experience that helped solidify the Grenadier’s rugged image. The activation connected with potential customers, allowing them to engage with the brand in an interactive way that resonated with the vehicle’s adventurous spirit (without leaving Battersea!).
One of the most technically challenging aspects of this project was the seamless integration of the Grenadier into the image outputs. Achieving this required close collaboration with DRPG’s creative team, ensuring the vehicle was naturally incorporated into the custom AI-generated images.
