An immersive activation designed to turn institutional memory into a living experience.
To celebrate the 25th anniversary of Marcha a Brasilia em Defesa dos Municipios, Themaz developed a virtual reality experience that invited participants to revisit key moments of Latin America’s largest municipalist event. The project combined technology, storytelling, experience design and 3D development to create a memorable, emotional and highly engaging celebration.
The solution was exclusive, conceived and developed entirely by Themaz Comunicação’s team, from the creative concept to the construction of the virtual environment, integrating art direction, programming, institutional storytelling and on-site operation.
During the event, a special, accessible and carefully designed space was created with four virtual reality headsets. The structure supported a continuous flow of visitors, staff guidance and a comfortable journey for different participant profiles, bringing innovation and institutional communication together in a simple and impactful way.
The interactive experience lasted around seven minutes. Throughout the journey, participants navigated through historical highlights of Marcha, recognizing its evolution, political strength and role in building an increasingly relevant municipalist agenda for Brazil.
The 3D environment was developed in Unity, with interactive elements triggered by buttons, controllers and cranks. The experience combined spatial exploration, content triggers and moments of surprise, creating an active relationship between visitors and the institution’s memory.
More than presenting audiovisual content, the activation transformed Marcha’s trajectory into a spatial narrative. Visitors moved beyond watching a retrospective and became part of the story, exploring scenes, milestones and symbols of the event through an immersive language.
Among the interactions, participants could trigger, through the experience controls, a video featuring CNM’s president and access content that contextualized defining moments of the institution. Each action was designed to reinforce the feeling of discovery and presence within the story.
The project reinforced Themaz’s ability to create solutions for large-scale events, combining historical content, interactive technology, on-site operation and brand experience. Every detail was designed to honor Marcha’s legacy while pointing toward the future of institutional communication.
The experience also recreated iconic moments from the municipalist movement, such as black balloons flying and bursting in front of Brazil’s Supreme Federal Court in Brasilia, along with other symbolic interactions that translated mobilization, institutional pressure and political achievement into a high-impact visual language.
The result was a delivery with strong symbolic value: an accessible, technological and emotional experience capable of increasing participant engagement and repositioning the event’s memory as a platform for innovation.
