For Tour Down Under, the goal was to deliver a Photo-Booth experience that was simple, fast, and accessible to thousands of visitors across the event. Brand consistency was critical - the activation needed to visually integrate with the official Tour Down Under environment rather than feeling like a separate installation.
[ CaSE StuDy ]
Tour Down Under
SA Tourism
//
2025
[
Project planning
]
Project considerations
Our proposal was to deliver a fully branded outdoor photo experience operating throughout the 9-day Tour Down Under event. The Photo-Booth was colour-matched to the surrounding event infrastructure, allowing it to feel like a seamless extension of the precinct rather than a standalone activation.
To connect the experience with the world of cycling, participants wore digitally tracked cycling helmets that followed their movements in real time, while AI background replacement transported them into a Tour Down Under crowd scene. The result was a fast, intuitive experience that produced premium, event-branded keepsakes while encouraging guests to share their experience online.
Delivering a 9-day outdoor activation with continuous operation
Ensuring the booth visually matches the Tour Down Under branding and environment
Engineering a durable vinyl wrap and high-tension backdrop suitable for outdoor conditions
Implementing AI background removal and replacement for consistent branded outputs
Developing face-tracked helmet props that align with the cycling theme
Selecting helmet colour variations that match the official Tour Down Under colour palette
Supporting long activation hours (9am–9pm) with rapid technical response if issues arise
[
Product scope
]
Solutions used
PicAIsso
A robotic artist transforms guest portraits into live-drawn artwork. After a quick photo, an AI-powered system analyses the image and begins sketching it line-by-line in real time. Turning the drawing process into the show, PicAIsso creates a moment that draws a crowd and delivers a personalised keepsake.
Development
Phase 1:
Visual Design & Branding
The first stage focused on ensuring the activation felt fully integrated with the Tour Down Under environment. A custom backdrop and booth vinyl wrap were designed to match the event’s colour palette and visual language. This approach allowed the installation to act as a large visual billboard within the event space while still functioning as a Photo-Booth experience.
Phase 2:
Hardware & Prop Development
To reinforce the cycling theme, we developed a set of face-tracked helmet props that digitally locked onto the participant’s head. Multiple helmet colour variations were produced - including orange, blue, pink and silver - inspired by the Tour Down Under branding. This added a playful interactive element while maintaining the cycling identity of the activation.
Phase 3:
AI Capture & Background Replacement
The technical centrepiece of the experience was an AI-powered background removal system. While the booth operated in front of a branded physical backdrop, the final image replaced that background with a crowd scene from the official Tour Down Under visual assets. This created a polished and unexpected result where participants appeared embedded directly within the event atmosphere.
Phase 4:
Live Operation & Event Support
The activation ran continuously across 9 days from 9 am to 9 pm, with direct access to our technical team throughout the event. This allowed any printing or media issues to be addressed quickly, often within an hour. Over the course of the activation, the booth produced 1,144 images, with helmet overlays proving particularly popular among guests.
The simplicity, speed and strong brand integration made the experience feel like a natural part of the event rather than an added attraction. The success of the activation led SA Tourism to request the same concept for the upcoming Gather Round festival.
Phase 1:
Visual Design & Branding
[ Phase 1 ]
Visual Design & Branding
The first stage focused on ensuring the activation felt fully integrated with the Tour Down Under environment. A custom backdrop and booth vinyl wrap were designed to match the event’s colour palette and visual language. This approach allowed the installation to act as a large visual billboard within the event space while still functioning as a Photo-Booth experience.
[ Phase 2 ]
Hardware & Prop Development
Phase 2:
Hardware & Prop Development
To reinforce the cycling theme, we developed a set of face-tracked helmet props that digitally locked onto the participant’s head. Multiple helmet colour variations were produced - including orange, blue, pink and silver - inspired by the Tour Down Under branding. This added a playful interactive element while maintaining the cycling identity of the activation.
[ Phase 3 ]
AI Capture & Background Replacement
Phase 3:
AI Capture & Background Replacement
The technical centrepiece of the experience was an AI-powered background removal system. While the booth operated in front of a branded physical backdrop, the final image replaced that background with a crowd scene from the official Tour Down Under visual assets. This created a polished and unexpected result where participants appeared embedded directly within the event atmosphere.
[ Phase 4 ]
Live Operation & Event Support
Phase 4:
Live Operation & Event Support
The activation ran continuously across 9 days from 9 am to 9 pm, with direct access to our technical team throughout the event. This allowed any printing or media issues to be addressed quickly, often within an hour. Over the course of the activation, the booth produced 1,144 images, with helmet overlays proving particularly popular among guests.
The simplicity, speed and strong brand integration made the experience feel like a natural part of the event rather than an added attraction. The success of the activation led SA Tourism to request the same concept for the upcoming Gather Round festival.
Development
Phase 1:
Visual Design & Branding
[ Phase 1 ]
Visual Design & Branding
The first stage focused on ensuring the activation felt fully integrated with the Tour Down Under environment. A custom backdrop and booth vinyl wrap were designed to match the event’s colour palette and visual language. This approach allowed the installation to act as a large visual billboard within the event space while still functioning as a Photo-Booth experience.
Phase 1:
Visual Design & Branding
[ Phase 2 ]
Hardware & Prop Development
To reinforce the cycling theme, we developed a set of face-tracked helmet props that digitally locked onto the participant’s head. Multiple helmet colour variations were produced - including orange, blue, pink and silver - inspired by the Tour Down Under branding. This added a playful interactive element while maintaining the cycling identity of the activation.
Phase 1:
Visual Design & Branding
[ Phase 3 ]
AI Capture & Background Replacement
The technical centrepiece of the experience was an AI-powered background removal system. While the booth operated in front of a branded physical backdrop, the final image replaced that background with a crowd scene from the official Tour Down Under visual assets. This created a polished and unexpected result where participants appeared embedded directly within the event atmosphere.
Phase 1:
Visual Design & Branding
[ Phase 4 ]
Live Operation & Event Support
The activation ran continuously across 9 days from 9 am to 9 pm, with direct access to our technical team throughout the event. This allowed any printing or media issues to be addressed quickly, often within an hour. Over the course of the activation, the booth produced 1,144 images, with helmet overlays proving particularly popular among guests.
The simplicity, speed and strong brand integration made the experience feel like a natural part of the event rather than an added attraction. The success of the activation led SA Tourism to request the same concept for the upcoming Gather Round festival.
Development
[
Phase 1
]
Visual Design & Branding
The first stage focused on ensuring the activation felt fully integrated with the Tour Down Under environment. A custom backdrop and booth vinyl wrap were designed to match the event’s colour palette and visual language. This approach allowed the installation to act as a large visual billboard within the event space while still functioning as a Photo-Booth experience.
[
Phase 4
]
Live Operation & Event Support
The activation ran continuously across 9 days from 9 am to 9 pm, with direct access to our technical team throughout the event. This allowed any printing or media issues to be addressed quickly, often within an hour. Over the course of the activation, the booth produced 1,144 images, with helmet overlays proving particularly popular among guests.
The simplicity, speed and strong brand integration made the experience feel like a natural part of the event rather than an added attraction. The success of the activation led SA Tourism to request the same concept for the upcoming Gather Round festival.
Over 1,144 branded images printed.
Delivered flawlessly across the entire 9-day Tour Down Under activation, running continuously from 9 am to 9 pm.
[
End result
]
Project outcome
Over nine days, SnapLab delivered a seamless, high-throughput activation backed by full on-site support with our technical team available from 9am to 9pm daily. Any print or media issues were resolved within the hour, keeping the experience running without interruption.
Using AI background removal, guests were captured against a live event backdrop before being instantly placed into a branded Tour Down Under crowd scene, transforming a simple photo into something unexpected and shareable.
Face-tracked props, colour-matched to the event’s visual identity, added another layer of interaction and quickly became a crowd favourite. In total, the activation generated 1,144 branded images, maintaining consistent engagement across the entire event.
The result was more than just a popular installation — it felt fully embedded into the event itself. Not an add-on, but something that belonged; so much so that the concept has already been requested again for SA Tourism’s upcoming Gather Round.
[
Key outputs
]
The outputs
No items found.
