In June 2024, creative agency DRPG asked Primatix to build a custom AI photo booth for its client INEOS: a month-long activation at Battersea Power Station in central London.
The "Weekend Adventurer AI" booth let visitors pick a backdrop of mountains, sea, forest or snow and place themselves in the rugged environments where the INEOS Grenadier is built to perform, leaving with a branded image that reflected the truck's off-road capability.
Because the installation ran for a month, we chose an iPad-based deployment so the on-site brand ambassadors had nothing to maintain, wired to a hardwired internet connection through a USB-C coupler, a setup that breaks a few rules but held up for the duration.
The hardest part technically was placing the Grenadier naturally into each image. That took close work with DRPG's creative team so the vehicle sat convincingly inside the AI-generated scenes rather than pasted on top. The booth stayed busy throughout, giving potential customers an interactive way to connect with the Grenadier's adventurous character without leaving Battersea.
