A corridor lined with LED, a phone in a ring light at the entrance and an animated GIF at the end. That is how it ran for Smart Fit, at a Brazilian Olympic Committee event.
The person walks in, poses between the lines of light and the phone records the scene in motion. What comes out is not a still photo: it is a GIF with the light running behind whoever posed, the piece that keeps moving in the story.
In the tunnel, light comes from the walls and the ceiling at the same time and wraps around whoever walks in. Nobody has to hunt for the best angle: the tunnel is the angle. The strips run in parallel lines toward the back, and the corridor becomes a set with depth behind each person. The color is the campaign's choice too: in the event photos, the same tunnel shows up purple, pink and blue.
At the entrance stands a phone on a tripod, inside a ring light, pointed at the back of the tunnel. Someone from the crew runs it, and whoever arrives only has to walk in and move.
Stanchions organize the people arriving, and the lit tunnel is already the invitation. You can see the light from the other side of the venue.
Inside the corridor, the lines of light run toward the back behind whoever is posing. A gesture, a spin, a step: whatever the person does becomes the motion in the GIF.
The phone records the scene and returns an animated GIF, with the tunnel's light all around. A photo freezes the moment. The GIF keeps moving in the story.
The header sign with the logo sits above the entrance, and the side panels carry the color and the message of the partnership. People passing by see the brand before they see the tunnel, and see the lit tunnel before they get close. The whole structure works as media while the crowd around it grows.
A GIF needs no caption or filter to work in the feed. It comes out ready, and what moves in it is the light the brand chose.
An event photo usually looks like every other photo on the phone. The tunnel GIF moves, has color and has depth, and that is why it ends up in the story.
The LED strips change color. Purple, pink, blue or the brand's own shade: the whole tunnel wears the identity of the sponsor.
Once it is lit, the tunnel draws in people from across the room. It is the kind of piece that gathers a crowd around it with nobody from the crew calling people over.
The structure stays the same. What changes is the color of the light and the artwork on the header sign and the side panels.
Launching a product with a color of its own? The whole corridor lights up in it, and every GIF introduces the launch without having to say its name.
In a hall full of look-alike stands, the light is what makes someone cross the aisle to take a closer look.
At the entrance of a gala event, the tunnel becomes the way in: guests arrive dressed up and want to capture their look in motion.
At the end of the year the team walks through in groups, and the GIFs are going around the company group chat before the party is over.
The structure, the light and the capture are ours. The artwork on the header sign and side panels and the color of the tunnel come from the brief.
Reflexo Infinito: a mirror tunnel where the campaign panel repeats until you lose count, with a photo, GIF or video on the spot.
Karaoke with studio sound that records the chorus on its own and delivers the video while the event is still on.
The drone trend inside the event: the participant is in the middle of the scene and walks out with the video ready to post.
T3i brings the tunnel, the light, the phone with the ring light and the crew, builds the artwork for the entrance and the side panels with you and makes every participant's GIF at the event.
