Reading MCM Comic Con 2019 – Mosaic Wall


Case Study / 29.5.19

MCM Comic Con 2019 – Mosaic Wall

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    MCM Comic Con Exhibition – Case Study


    We were approached by Universal Pictures with the idea of delivering one of our Photo Mosaic Walls for their stand, which was at the MCM Comic Con Exhibition in the Excel, London. The idea behind this was to promote their latest release, The Secret Life of Pets 2 movie, which happened to come out in cinemas on the first day of Comic Con 2019.


    Pre Production

    Leading up to the event, several discussions were had between us and Universal Pictures, deciding matters such as artwork for the mosaics as well as other Foamex boards advertising The Secret Life of Pets 2 movie and the Photo Mosaic Wall which included instructions of how to get involved. It was decided that a fresh mosaic would be completed each day, allowing three different movie posters to be used for the mosaic artwork. Each poster was 3m x 1.8m in size which would be made from 2,100 individual images of people’s pets! This size was chosen due to the global outreach of Comic Con each year, attracting up to 50,000 people in a day.

    The Activation

    The plan was to attract visitors to Comic Con to come over to the stand, so they could then send in pictures of their pets. This could be done by various methods including text message, WhatsApp or posting their images on Twitter and Instagram using the hashtag “#mcmpetwall”

    Once the team had received their pet pictures, they were then uploaded to the mosaic software which would plot their picture within the mosaic grid. This would then print the picture out onto a 2×2 inch square sticker. To really involve everyone, once they sent in their pictures and they were printed. They could find the grid reference located on their pet picture and stick it onto the Mosaic Wall. Across the grid was several white tiles, which if landed on meant that they won a prize relating to The Secret Life of Pets 2 movie.

    Over each day as we would get more and more pictures sent in, visitors could start seeing the end product which would entice more people to get involved. This was really engaging across the whole weekend as the team met and spoke to a numerous people.

    Over the whole weekend we had thousands of images of people’s pets, including cats, dogs, rabbits, Guinea pigs, reptiles and even a few horses, cows and chickens!

    Event Photos


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