Each one of the PromaxBDA community members have a key role in the industry and our project developments usually feel like epic tasks. For The Conference 2017 opening video we made an analogy with the Hero's Journey theory of Joseph Campbell and played with its cyclic structure, between the known and the unknown.

We developed a poetic view of the power of attraction and reaction of the PromaxBDA awards. The activation, an allegory for the call to participate, occurs deep down in the ground. It grows and cracks the surface with powerful and magnetic energy forming rivers (flows of attention) that fill up the statue, center of all views.