01
CONCEPTION
The conception phase marks the project's kick-off.
Example
Sagrada Familia
Moment Factory was invited by the cities of Barcelona and Montreal to create the first sound and light experience to showcase the complex and magnificent façade of the Sagrada Familia in Barcelona.

Officials from the Sagrada Familia, as well as the cities of Montreal and Barcelona were involved in the process from conception to integration. To begin, the team conducted research from a wide variety of disciplines in order to fully understand the context of the project, from architecture to the history of Barcelona, from Gaudi’s religious devotion to his inspiration in nature. Next, they headed for Barcelona to glean even more insight and knowledge from the Basilica itself. To create the concept, Ode à la vie, the team was inspired by Gaudi’s wish to see the Basilica’s façade in full colour.
Process
The conception phase marks the project’s kick-off. The goal here is to pull from a virtually bottomless toolbox to offer our clients a holistic creative approach for an experience that embodies their message.

Interdisciplinary brainstorming sessions open the door to new creative possibilities, establish the overall framework, and lay the groundwork for the phases and process to come. A hand-picked team is assembled to analyze, research and strategize a conceptual approach to a project.
Example
Sagrada Familia
Moment Factory was invited by the cities of Barcelona and Montreal to create the first sound and light experience to showcase the complex and magnificent façade of the Sagrada Familia in Barcelona.

Officials from the Sagrada Familia, as well as the cities of Montreal and Barcelona were involved in the process from conception to integration. To begin, the team conducted research from a wide variety of disciplines in order to fully understand the context of the project, from architecture to the history of Barcelona, from Gaudi’s religious devotion to his inspiration in nature. Next, they headed for Barcelona to glean even more insight and knowledge from the Basilica itself. To create the concept, Ode à la vie, the team was inspired by Gaudi’s wish to see the Basilica’s façade in full colour.
02
Design
Design phase is when the concepts are visually created.
Example
Sagrada Familia
In the design phase, the team took their ideas from paper to 3D. They also began to plan the critical hardware components that would bring the canvas to life, a combination of projectors, lights, sound system, and backbone software that would blend it all together. Based on blueprints, a 3D maquette was created. The visual keys from which the show’s scenes would be animated were defined.

The team made important discoveries in this phase about how the components would optimally work together, which is what makes the design phase essential: to test, prototype, and find the best solution before embarking on full production mode.
Process
The design phase is when the approved concepts are put through a rigorous prototype process and the project’s physical and digital assets are planned. Teams from each department collaborate on how we will execute all elements of a project, from look to feel to technical set-up.

Initial concepts are fleshed out as visual renders, mock-ups of proposed systems, equipment configuration, and interactive prototypes. From these tests, the goal is to articulate, develop, and refine the central storytelling experience across an emotional arc. Overall art direction is key to this stage, which we begin to define through a diverse spectrum of multimedia tools: scripting, storyboarding, 3D visualization, lighting plans, template creation, and architectural models, to name a few. Technical drawings are produced and equipment lists drawn up for turnkey projects, along with a detailed preliminary budget.
Example
Sagrada Familia
In the design phase, the team took their ideas from paper to 3D. They also began to plan the critical hardware components that would bring the canvas to life, a combination of projectors, lights, sound system, and backbone software that would blend it all together. Based on blueprints, a 3D maquette was created. The visual keys from which the show’s scenes would be animated were defined.

The team made important discoveries in this phase about how the components would optimally work together, which is what makes the design phase essential: to test, prototype, and find the best solution before embarking on full production mode.
03
production
Production phase is when all designs come to life.
Example
Sagrada Familia
Once the parameters of the show were determined in the design phase, in production, the departments began to work more independently, managing their own workflow and processes while department leads kept an eye on the project’s overall development and budgeting. Pre-visualization technology and a 3D-scan of the Sagrada’s façade allowed the content team to preview the animations on a virtual 3D shape. As the content team crafted a stunning show inspired by nature, the scenography team launched into a series of on-site brightness tests to ensure the chosen colours would reach their most vibrant potential. Through this process, the director provided steady guidance with a view to the big picture and emotional journey defined in the conception phase.
Process
The production phase is where the designs come to life and the project’s assets take tangible form. In other words, the project moves from ‘design and planning’ to ‘making and doing’. Individual elements are executed as pieces of the map: 2D and 3D animation, interactive content, set and prop construction, costumes, casting, rehearsal, music, choreography, live action shoots, to name a few.

At this stage, advanced post-production and compositing generate high-quality rendered outputs. Scale models and technological mock-ups, in turn, help ensure quality control as the workflow moves from static graphic to dynamic animated sequences. Regular checks-ins ensure the pipeline is working efficiently toward project deadlines. Efficient and clear communication ensures that feedback is quickly and efficiently applied as the process moves forward with creatives from all departments working in tandem.
Example
Sagrada Familia
Once the parameters of the show were determined in the design phase, in production, the departments began to work more independently, managing their own workflow and processes while department leads kept an eye on the project’s overall development and budgeting. Pre-visualization technology and a 3D-scan of the Sagrada’s façade allowed the content team to preview the animations on a virtual 3D shape. As the content team crafted a stunning show inspired by nature, the scenography team launched into a series of on-site brightness tests to ensure the chosen colours would reach their most vibrant potential. Through this process, the director provided steady guidance with a view to the big picture and emotional journey defined in the conception phase.
04
INTEGRATION
Integration phase is when the pieces of a project come together.
Example
Sagrada Familia
Because this was a turnkey project in an outdoor public space, the production team dealt directly with local vendors for the technical setup and dismantle. Under a tight schedule, the process began with the building of a scaffold structure that held the projectors, lighting and control system needed to support the show. The on-site team included the director, technical director, motion designers, members of the interactive team, and system experts whose role was to finalize the fit of the digital content to the physical façade.
Process
Integration phase is when the pieces of a project come together in the space or site where the experience will live. With the exacting standards Moment Factory has come to be known for, each project is mounted, calibrated, adjusted, and fitted to ensure a seamless blend of physical and digital elements.

This phase is where the work of all the departments converges in layers of content, system, and scenography, in an immersive multimedia environment. It is also the phase most full of surprises as the integration team works to take the experience ‘live’. The term ‘multimedia’ has its origins where a project’s elements work together as a single, mind-blowing experience that tricks the eye and immerses the senses. Indeed, it is in this final phase of creation that a sense of magic is made possible.
Example
Sagrada Familia
Because this was a turnkey project in an outdoor public space, the production team dealt directly with local vendors for the technical setup and dismantle. Under a tight schedule, the process began with the building of a scaffold structure that held the projectors, lighting and control system needed to support the show. The on-site team included the director, technical director, motion designers, members of the interactive team, and system experts whose role was to finalize the fit of the digital content to the physical façade.
05
OPERATION
Ensuring the installation runs smoothly.
Example
Sagrada Familia
Our team was on site to ensure the smooth-running and seamless coordination of the show, including the blending of projection and lighting on the façade with a musical score to create a holistic, immersive experience. The show ran for three days with four shows a night. More than 120 000 people came to see it. The highlight moment of each show was the ‘butterfly rain,’ when as a finale to the architectural mapping show, more than 24 000 light pixels were released from a construction crane. When the show was over, the production team oversaw the tear-down of the show’s technical setup and the site’s return to original condition. From beginning to end, it was an honour to have been invited to lead this first ever light and sound activation of the Sagrada Familia.
Process
Once an experience has opened, quality control continues to be a priority. We are with our clients every step of the way. In addition of maintenance, this phase often also includes the creation of new or seasonal content for an existing multimedia architecture. At the operational stage, our goal is to honour the exceptional quality and heart that goes into the project’s creation by supporting the maintenance of both the equipment and the fine-tuning that perfects the experience. Having a well-trained team of operators on hand to monitor, maintain, and update the project is crucial. We offer a proven training process, custom operation manuals, and an in-house support team on stand-by to ensure that any experience bearing the Moment Factory name dazzles each and every time.
Example
Sagrada Familia
Our team was on site to ensure the smooth-running and seamless coordination of the show, including the blending of projection and lighting on the façade with a musical score to create a holistic, immersive experience. The show ran for three days with four shows a night. More than 120 000 people came to see it. The highlight moment of each show was the ‘butterfly rain,’ when as a finale to the architectural mapping show, more than 24 000 light pixels were released from a construction crane. When the show was over, the production team oversaw the tear-down of the show’s technical setup and the site’s return to original condition. From beginning to end, it was an honour to have been invited to lead this first ever light and sound activation of the Sagrada Familia.