Creating an immersive design experience to celebrate the exponential growth in the past 12 months and marking a new post-COVID phase in the experiential marketing industry.

 

The Challenge:

Following the acquisition of Unruly by Tremor International (now Nexxen), the brand faced the dual challenge of navigating a post-pandemic market while signalling the strength of its new corporate integration. I was tasked with designing a high-impact experience that would move the brand beyond its 'startup' roots and position it as a sophisticated leader in the Connected TV (CTV) space for a global audience of advertising executives.

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The Strategy & Leadership:​

• I led the creative solutions and integrated marketing strategy for the 'Unruly Lounge' at Advertising Week Europe. My role centred on bridging the gap between high-level brand vision and tangible commercial goals;

• Creative Direction & Governance: Directed a team of junior designers and liaised with external agencies to ensure every touchpoint was consistent with the new global brand guidelines;

• Stakeholder Alignment: Acted as the primary lead in translating the benefits of the corporate acquisition into a visual and narrative hub that fostered collaboration and networking;

• Targeted Activation: Designed a bespoke 'Connected Living Room' experience to showcase Unruly’s leadership in CTV, directly supporting the creative sales pipeline by providing a live environment for product demonstrations.

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Project Overview:​

• Market Impact: Transformed a prime Soho retail space into a multifunctional brand embassy, hosting over 300 advertising executives across three days.

• 360° Brand Immersion: Managed the end-to-end design process, from external signage and window displays to internal lighting, bar areas, and interactive UI/UX experiences.

• Commercial Hub: Engineered the space to serve as a high-value meeting environment, specifically designed to drive creative sales support and industry partnerships.

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Project Results:​

The activation served as a powerful testament to the efficacy of a design-led marketing strategy:

• Engagement: Successfully attracted 300+ industry leaders, re-establishing brand presence in a competitive post-COVID landscape;

• Digital Growth: Triggered an impressive 320% increase in website visits, proving the effectiveness of the integrated campaign in driving brand awareness;

• Commercial Success: Facilitated 42 high-level strategic meetings over three days, directly contributing to the business’s partnership and sales goals.