Case Study: Tata Consultancy Services (TCS) creates AI-powered finish-line experiences with Fifty Five and Five

TCS creates 1,500 AI-powered finish-line videos in 3 days with Fifty Five and Five

Tata Consultancy Services (TCS) wanted to create a memorable AI-powered brand activation for its sponsorship of the London Marathon, with the ambitious goal of letting visitors see a video of themselves crossing the finish line before the race began. The challenge for vendor Fifty Five and Five was to create a realistic and personalized experience that could run on mobile devices, render quickly to avoid queues, and work within a tight budget and timeline, all while overcoming issues with existing footage and AI consistency.

Fifty Five and Five developed an automated solution where user photos were analyzed by AI to create a 3D avatar, which was then composited into pre-rendered race scenes to generate a personalized finish-line video. The activation was a major success, generating over 1,500 videos during the event with no delays. It created significant excitement, was widely shared, and even gained coverage from BBC News, proving the vendor's ability to deliver high-quality, scalable AI personalization in a high-pressure environment.

Tata Consultancy Services (TCS)