Qualcomm Snapdragon Launch Event
- B2B Conference
- Projection Mapping Bringing Technology to Life
- Live Performance Production in Barcelona
Qualcomm's Snapdragon launch event in Barcelona and San Francisco, CA brought together over 2,000 operators, game developers, OEMs, and technology partners as part of a global tour, featuring two five-minute presentations combining live action with projection mapping. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Technology Partners, Operators, Game Developers
- Attendance
- 2,000+
- Location
- Barcelona, Spain & San Francisco, CA
- Format
- In Person
Services
- Strategy
- Creative
- Production
- Content
- Projection Mapping
Oh Snap, That Was Cool
Held in Barcelona, this event for over 2,000 operators, game developers, OEMs, and technology partners felt more like an international house party than a corporate gathering. With many languages represented in the audience, the show was deliberately light on words and heavy on spectacle.
Bringing Gaming to Life
The Snapdragon processor is all about battery life and gaming, so the event was anchored by two five-minute presentations combining live action with projection mapping. A Tron-like fly-through brought the audience inside the circuitry of the chip itself, and to bring "The Reign of Amira" to life, a real-life Amira took the stage performing acrobatic martial arts moves choreographed to an interactive video, sparks flying across the screen with every wave of her sword.
For "The Ream," an audience member came up and fought the video version of "The Ream", every real punch and kick landing in sync with the on-screen action, until he ultimately won and got the girl. Throughout the show, occasional "low battery warnings" slowed everything down before the Snapdragon processor kicked in to restore full speed.
To bring 'The Reign of Amira' to life, a real-life Amira took the stage performing acrobatic martial arts moves choreographed to an interactive video, sparks flying across the screen with every wave of her sword.
Global, Local, Local, Global
Barcelona was one stop on a global tour that took Qualcomm's messaging around the world throughout the year, with each venue requiring localized adaptation across websites, registration, and printed materials, multiple language translations, and the coordination of international crews. Business partners, OEMs, networks, and franchisees got unprecedented access to Qualcomm executives, product launches, demos, and the latest research, alongside evening receptions, expos, and entertainment designed for each locality, including an eye-popping acrobatic dance performed in traditional costumes and masks in Hong Kong. Nightclub parties and exclusive dinners with Qualcomm's CEO topped off a whirlwind series of events: the perfect blend of art and commerce, in this dimension and beyond.
Content Built to Perform
Qualcomm gave us a clear set of objectives and a real challenge: make an all-in-one mobile processor exciting to everyday consumers, and stake Snapdragon's claim as the platform for superior mobile gaming. We turned those objectives into a cohesive suite of three custom animations, produced end to end, from creative and copywriting through animation and an original, globally licensed score, all tied together by one consistent look and feel. We premiered them at the event, on the big screen in front of Qualcomm's audience. What you see here is one of the three. Together they gave Snapdragon a campaign with real momentum, and made us a creative partner for Qualcomm.
Watch the film