A creative concept helps embed an overarching message in the minds of the audience. It also creates alignment in the story and visual approach for presentations and supporting visuals. For this event, the concept ‘24/7’ was chosen by the client—a theme that addressed how all departments of the airport must work together to keep Schiphol running around the clock. As a visual translation of this concept, we structured the event to simulate a full day. We started in the morning, moved through the day into the evening, continued through the night, and returned to the morning—packing 24 hours into one afternoon.