OUR Work /
TCS Marathon 2025
Creating finish-line moments
with AI
From a quick selfie to a finish-line moment. This AI-powered activation let thousands of runners see themselves complete the TCS London Marathon 2025 before it even began.
Company Overview
TCS wanted to deliver a memorable brand experience and tech demonstration at one of the biggest sporting events of the year. The idea was simple but ambitious. Create a digital activation where visitors could see themselves finish the race before it even began.
To make it work, we needed clean, branded footage of the iconic finish line, without any runners in shot, so that each user’s 3D avatar could be added in. But existing footage was expensive, crowded, and out of date. AI tools offered promise, but also introduced challenges with realism, landmark accuracy, and branding consistency.
We also had to work within tight limits. The experience had to run smoothly on mobile, render quickly, and avoid long queues. All of this had to happen within a month, under budget, and inside a busy event environment with limited Wi-Fi.
Process video
Microsite built using Databutton
To deliver a smooth, memorable experience at scale, we designed a fast and automated flow from photo to finish line. Visitors accessed the microsite via a QR code, where trained brand ambassadors helped capture their photo. This image was then analysed using AI, which suggested avatar preferences like body type, skin tone, and hairstyle, including options to support prosthetic limbs.
Once confirmed, the data was passed to our avatar platform via API. A 3D model was generated automatically, placed into pre-rendered race scenes, and composited into a personalised finish-line video. This automation allowed us to render and return each video quickly, keeping queues short and the experience moving.
When the video was ready, users received an email notification inviting them back to the microsite. There, they could watch and share their video directly using their device’s built-in sharing options. Every step, from avatar creation to video delivery, was optimised for speed, accuracy, and mobile use, making the experience both seamless and scalable.
How it worked
The activation was a success, with thousands of personalised finish-line videos generated and shared over the course of the event. After some early fine-tuning, the system ran smoothly and consistently, handling large volumes of users without delays.
Visitors returned to the microsite to view and share their videos, often bringing friends or family back to take part as well. The experience created a real sense of excitement and connection, helping people imagine the finish-line moment before they even started the race.
The activation also gained coverage from BBC News, adding to its reach and visibility. Feedback from the client was positive, and the project proved how AI-driven experiences can deliver high-quality personalisation at speed, even in high-pressure environments.
The TCS Outcome
Videos generated over 3 days
Machines rendering content in parallel
Different AI tools used in production process
Anmol Patel, Social Media & Insights Manager, TCS
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