Behind the Scenes

The idea had gravity. Our job was to make it feel magnetic.

Fan Fabric turned fans into living artworks. Using AI style-transfer to blend their photos with commissioned pieces by six NYC artists, each reflecting what Madison Square Garden (MSG) meant to them. Infosys brought the tech. We helped bring the story to life.

The rollout spanned OOH at MSG with a lone QR code as hero, social buzz, teaser and launch films, and a clean, narrative-led landing page. The result? A one-off activation that became a living story, one that felt personal, not programmed.