Two flagship product events that turned the stage into a launchpad. We unveiled Foodics Pay, Capital, and the Marketplace — and reframed Foodics from POS provider to the growth engine of the F&B industry across the GCC.
Foodics had outgrown its category. The product had quietly become an operating system for restaurants — POS, payments, capital, supply, data — but the market still saw it as "the iPad cashier."
Our brief: build a stage-worthy moment that re-introduces Foodics on its own terms. Not a product update. A category-defining event for the entire F&B industry, designed to reach 32,000+ active merchants, regulators, investors and partners across Saudi Arabia, UAE, Egypt, Kuwait and Jordan.
We called it Boundless. Two flagship editions, two years — built end-to-end by TMA, from naming and brand identity through stage, film, GTM, and post-event amplification.
We rewrote Foodics' narrative around boundless growth — positioning every product (Pay, Capital, Marketplace) as a lever merchants pull to scale, not a feature in a stack. One story, every channel, every keynote slide.
We designed the full event identity, set, motion graphics, and keynote film in-house — anchored on a kinetic identity system that scaled from a 30-second teaser to a 2,000-person main stage and a sub-30-minute on-stage product reveal.
Boundless wasn't a single day. We built a 90-day rollout — pre-event teasers, partner activations, regional press, merchant comms, social cuts, and sales enablement — so the moment translated into pipeline, not just applause.
"TMA didn't deliver an event. They delivered the moment Foodics stopped being a POS company and started being a platform.
Event naming, identity system, motion language, on-stage typography, partner brand kit.
Narrative architecture, product positioning, keynote script, audience segmentation across 5 markets.
Stage design, set build supervision, lighting direction, run-of-show, technical rehearsal.
Keynote film, product reveal animations, merchant testimonials, post-event highlight reel.
90-day launch plan, regional press, partner activation, merchant comms, sales enablement assets.
Social cuts, paid distribution, organic LinkedIn campaigns, founder-led content rollout.