Cargill is the world’s largest food ingredients company. As such it needs to be the centre of attention during trade fairs. Especially at the Fi Europe (Food Ingredients Europe) in Paris. Roca Productions created the Cargill Innovation Hub, a virtual lab, a unique visitor experience. On 24 screens in a 360-degree setting you see people working on prototypes in the laboratory in Vilvoorde, Belgium. The videos, shot with a motion control system, put you right in the middle of the Cargill team. For those wanting to know more, there are presentations on iPads. And of course it’s always possible to speak with a ‘real’ human. In short, Cargill did become the undisputed eye-catcher in the French capital.