Events
Live TV Series: The Event Format Nobody Is Doing
What if a corporate event wasn't an event, but an episode? I created A.N.I.M.A.: immersive theater for brands that want to be remembered.
A.N.I.M.A. came out of a frustration of my own: I was tired of corporate events forgotten before they even ended. So I tried to flip the format. Here's what came out.
The problem with "classic" events
Conventions, team building, corporate dinners: the format is always the same. Someone talks, someone listens, food is served, everyone goes home. Engagement is passive. The experience is forgettable. Nobody talks about it the next day, except to complain about the catering.
The insight: not an event, a live TV series
A.N.I.M.A. was born from a question: what happens if you treat your corporate event like a television series episode? With a plot, characters, twists — and above all, with the audience not watching from outside but participating from within.
How the format works
The event takes place in a space designed as a set. Professional actors perform a story custom-written for the brand. But the audience isn't seated in rows: they're inside the scene. They interact with characters, make decisions that influence the narrative, become part of the story.
The episodic structure
Each event is an "episode" — a self-contained story that's part of a larger narrative arc. This creates anticipation: participants want to come back for the next episode. The brand becomes a recurring experience, not a single memory.
Why it works for companies
- Memorability: an immersive experience is remembered. A PowerPoint isn't.
- Real team building: solving a story together creates stronger bonds than any group exercise.
- Native content: the event itself is filmable — it becomes social content without needing to reconstruct it afterward.
- Flexibility: the story adapts to the brand's message, company values, the theme of the day.
It's not traditional theater
A.N.I.M.A. doesn't require a stage or a theater. It works in a warehouse, an office, an industrial space. Production is cinematic but agile: lights, sound, minimal but impactful set design. It's designed for people who've never been to theater — and that's exactly why it works.
The result
At the end of the episode, participants don't say "nice event." They say "what happens next?" — and that's exactly the point. If you want to understand the world it comes from, start with the Social Hub.