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Project type

Brand activation




San Francisco, USA


Tellart  interaction design
PSAV  AV partners

Alice& role

Creative production


Project title




Demo touch table at TechCrunch Disrupt in San Francisco

This interactive animation reveals all the layers of data that make up a single TomTom map. It was the first demo of its kind to empower TomTom’s marketing team to tell the general public about the data that makes up their sat nav maps during the TechCrunch Disrupt conference.

Home screen showing all layers of map data


The animation shows the same journey of a little blue car traveling into San Francisco across the Bay Bridge toward the Moscone Center (the location of TechCrunch Disrupt) as seen through the lens of each data layer. This threads together the data layers into a consistent story, rather than simply explaining the types of data that make up a map in isolation.

One challenge: we had under 2 weeks from concept through production. TomTom could not provide us content within this accelerated timeline. Our solution: my team and I carefully unpacked the core idea for each data layer to determine the best way to communicate how it worked. 

The animation has since been redeployed in several locations, including Paris Motor Show, Barcelona International Motor Show, and Consumer Electronics Show (CES) in Las Vegas. 

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