In parallel with the rebrand (developed by Re, M&C Saatchi Group in London), G42 became an official Artificial Intelligence Enablement Premier Partner of Dubai Expo 2020, an annual global event that promotes innovation for good. Delayed due to the COVID-19 pandemic, Expo eventually opened in October 2021.

We worked closely with G42 to create an immersive show for the Al Wasl Dome – the world’s largest 360° projection surface. The dome also features high resolution, immersive sound, creating a unique canvas for spectacular storytelling.

The 130-metre dome at 67.5 meters high is the largest 360 indoor projection installation in the world. Consisting of 252 projectors, 2530 trellis LED lights and 16 media servers along with the largest immersive audio system in the world, the audience will be fully immersed in the experience. Using a 27.1 spatial sound system, the bespoke composition created with Zelig Sound will fill Al Wasl with the sounds of bustling roads, trees in the wind, aeroplanes and meteoroids pulling the viewers deeper into exploring the full potential of AI.

Partnering with projection specialists Pixel Artworks, our story took the audience on a dramatic journey that demonstrated the potential of Artificial Intelligence to enhance every aspect of our lives – zooming out from a cellular level and taking us to outer space.

At each step of the journey, the audience saw recognisable scenes in new ways, visually amplifying the everyday to communicate the scale and reach of Artificial Intelligence technology, all connected back to G42’s capabilities.

The show was staged 14 times over the 182 days of EXPO 2020, which attracted 24 million visitors from all over the world.