On September 15, 2024, an IPC event took over New City Gas in Montreal, and Sandbox Events was the production company responsible for delivering the experience. Sandbox Events engaged Booth Empire as their Glambot production partner for the night. The activation produced 82 slow-motion guest videos in one of Montreal’s best-known entertainment venues.
This is a working relationship worth being clear about. New City Gas is the venue, not the client. IPC is the end client whose event it was. Sandbox Events was the production company that hired Booth Empire, and Booth Empire’s role on this event was specifically the Glambot - the robotic camera rig, the operator, the lighting tuned to the room, and the on-site delivery of finished content.
The Brief: A High-Energy Branded Video Moment
IPC’s event at New City Gas was designed as a high-energy brand experience, and Sandbox Events needed a centerpiece activation that would match the production value of the venue itself. A standard photo booth was never going to land with this audience or in this room. The Glambot was the right tool because it produces cinematic slow-motion video that holds up against the visual scale of a venue like New City Gas.
When a production company like Sandbox Events engages a specialist partner, they are doing it because the activation needs a level of focus the rest of the event cannot provide. Booth Empire’s job on this event was to deliver the Glambot experience end to end - rig, lighting, operation, content production, and on-site delivery - while Sandbox Events handled the broader event production.
The Three-Way Coordination
Activations inside a working entertainment venue require coordination between three parties, and each one owns a different piece of the night.
- Sandbox Events owned the event production and engaged Booth Empire as the Glambot partner
- IPC was the end client whose event was being produced
- New City Gas’s venue production team owned the room itself, including the infrastructure the activation had to work inside
Each of these parties has a stake in how the Glambot runs. Sandbox Events needed the activation to land for their client. IPC needed the experience to match what they had booked. New City Gas’s team needed the rig, lighting, and operator to integrate cleanly with the venue’s own production setup, not fight it. That kind of three-way coordination is normal for activations inside a working entertainment venue, and it is part of what Booth Empire handles as the Glambot partner.
Why New City Gas Sets Its Own Tone
New City Gas is a converted historic building with the scale, lighting infrastructure, and atmosphere to host premium brand events. The venue’s industrial architecture and large-format production capabilities attract events that need both scale and mood - the kind of activations where the venue is part of the experience, not just a container for it.
A Glambot fits that context for a specific reason. The slow-motion, cinematic aesthetic the rig produces matches the production value of the venue itself. The same footage shot in a generic ballroom would look good; shot inside New City Gas with the venue’s lighting and architecture in the frame, it looks like a music video. The venue does half the work - the rig does the rest.
How the Glambot Ran on the Night
Booth Empire handled the full Glambot production on site: rig setup, lighting tuned to the New City Gas room, on-site creative direction, branded overlays, and digital delivery of finished content. Guests stepped into the activation, the robotic camera arm moved through its programmed path, and the resulting footage was edited and delivered while the event was still running.
That timing matters at a nightlife-adjacent brand event. The audience wants to post during the event, not after. The 82 finished videos the activation produced were delivered in the format and on the schedule the room actually operates on.
Activation by the Numbers
- 82 slow-motion guest videos produced
- Production partner role: Booth Empire delivered the Glambot for Sandbox Events
- End client: IPC
- Venue: New City Gas, Montreal
- Same-event delivery of branded content for social
For Production Companies: Booth Empire as Glambot Partner
Production companies like Sandbox Events engage Booth Empire when they need a Glambot partner who can handle the activation end to end without adding load to their own team. Booth Empire manages the rig, lighting, operator, branded overlays, and on-site delivery, while the production company stays focused on the broader event.
If you are a production company building an event that needs a cinematic slow-motion video activation, Booth Empire works as your Glambot partner - coordinating with your team, the end client, and the venue’s production staff to deliver the activation cleanly inside the event you are already running.
Book a Similar Activation
Booth Empire provides Glambot rental in Montreal and across Canada and the United States for brand events, product launches, and premium activations at landmark venues. We work with production companies, direct with brands, and through agency partners. Contact Booth Empire to scope a Glambot activation for your next Montreal event, or browse the full case study library.
