The Infinity Room
Read time:
4 min
Client:
Virgin Media
Industry:
Gaming
Starting point
The creative spark for this campaign was "To infinity and beyond"—a playful nod to the immersive, boundless nature of the Virgin Media Infinity Room. These four frames capture the core energy of the activation: high-spirited, candid moments where fans, athletes, and visitors could truly play. From celebratory kicks to peace signs for the camera, the goal was to showcase the room not just as a space, but as a stage for personality.
Problem solving
The Challenge: The O2’s ticker screens aren't just one long canvas; they are often driven by specific hardware templates—in this case, two distinct color-coded zones that required precise alignment. The content needed to feel like a single, infinite motion piece while technically adhering to a fractured delivery spec.
The Solution: I built the master animation in After Effects as a seamless, "infinite" loop to ensure there were no jarring jumps for fans watching from the arena floor. I then mapped this master composition onto the template’s specific zones, using Premiere Pro to "slice" and synchronize the final exports. This ensured that the motion flowed perfectly across the physical architecture of the arena without losing its rhythmic, high-energy pulse.
Implimentation
To finalize the project, I created a comprehensive visual takeover of the venue’s entrance. The goal was to ensure the large-format DOOH screen and the wrap-around Ticker Tape functioned as a single, synchronized ecosystem. By balancing the high-octane "moments to camera" on the main screen with the rhythmic, "infinite" motion of the ticker below, I turned a standard entrance into an immersive brand gateway. This mock-up demonstrates the final scale: a high-brightness, multi-level experience that captured the energy of The O2 from every viewing angle.
Results
Architectural Synergy: Successfully delivered a synchronized visual ecosystem where the main DOOH screens and Ticker Tapes functioned as one seamless brand experience.
Zero-Jump Continuity: Engineered a pixel-perfect, seamless loop for the arena's bespoke ticker screens, ensuring a continuous "infinite" flow that maintained its rhythm throughout the event.
High-Brightness Fidelity: Optimized all assets for high-luminance LED output, ensuring the "Infinity Room" depth and Virgin Media's signature reds remained punchy and legible against the ambient stadium lighting.
Format Versatility: Delivered a 100% "safe-zone" compliant asset suite across three vastly different aspect ratios, allowing for rapid deployment across the venue's diverse digital hardware.
