BRIEF

PaddyPower brief was to turn the Ally Pally World Darts Championship green, make it Paddy’s Palace and lave no one questioning who was brining this years championships to life.

PROCESS
Create Paddy’s own darts playground, keep fans entertained from the minute they stepped off the train to when they woke the morning after. This was going to be like nothing the Ally Pally had delivered before.

RESULT

A fan zone fit to entertain everyone of the thousands of darts fas that stepped inside, a true PaddyPower brand experience that captivated and inspired every fan to take part and share their experience.

AGENCY: CSM
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

PHOTOS: Lee Rooney


BRIEF

Create a compelling and consistent narrative across all WEF touch points that is relevant and understandable to all attendees



PROCESS

Understanding that the WEF audile differs from the Polkadots community. The messaging needs to reflect this by being engaging surprising humans, and accessible

RESULT

Create hotspots visually impact fully as well as giving us creative licence to create warm, comforting and inviting areas to deliver key messaging for web3 and Polkadot

AGENCY: Lively

IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Ade Cruft

THE BRIEF
GSMA wanted a central showpiece at Mobile World Congress that would capture visitors' attention, spark curiosity and encourage them to discover more about its products and services.

THE PROCESS
We created a raised, contemporary glass room, fully soundproofed and designed to serve multiple purposes throughout the event.

By day, it became a space for private client meetings and filmed podcasts. At scheduled intervals, it transformed into a live music venue, featuring the band from our GSMA Future Networks / Rich Communication Services campaign film.

Visitors were invited to tune in using wireless headphones positioned around the structure, creating an unexpected, silent-disco-style experience right in the heart of the exhibition.

THE RESULT
A multifunctional showpiece that did far more than simply look good.

It became a destination, drawing visitors in through curiosity and offering multiple ways to engage with the GSMA brand. From live music and podcast content to social sharing and music downloads, the experience created memorable interactions, opportunities for data capture and a talking point that extended beyond the exhibition floor.

AGENCY: Let Us Create
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Ade Cruft

THE BRIEF
Create a standout destination within the UEFA Champions League Fan Square that would put Pepsi at the heart of the action. The challenge was to go beyond traditional product sampling, entertain both passionate football fans and casual visitors, and deliver a unique, memorable experience people would want to capture and share on social media.

THE PROCESS
Develop a high-energy, interactive fan experience that brought the excitement and passion of football to life. Designed to appeal to everyone, not just the football faithful, the space would combine brand engagement, entertainment and unexpected moments to draw visitors in, encourage participation and put Pepsi at the centre of the experience.

THE RESULTS
A vibrant fan destination that brought people together through shared experiences, creating opportunities for product sampling, brand interaction and social engagement. More than just another fan zone, it gave visitors something to get involved in, remember and share, extending Pepsi's presence beyond the physical space and into visitors' social conversations.

AGENCY: TRO
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Ade Cruft

THE BRIEF
Following the success of year one, Lidl Noir was back, and the challenge was to raise the bar. This time, we wanted to go further, delivering something unexpected that would challenge perceptions and showcase just how good Lidl's range of wines, champagne and Irish cream could be when compared with far more expensive alternatives.

THE PROCESS
Invite guests to leave the outside world behind and step into an immersive sensory tunnel, designed to heighten their senses and build anticipation.

Once inside, the experience took a deliciously unexpected turn. Guests were immersed in complete darkness, where sight was removed and taste took centre stage. With nothing to distract them, they were invited to explore the subtle notes, flavours and qualities of Lidl's wines, champagne and Irish cream, discovering each for themselves without the influence of labels, packaging or price tags.

THE RESULTS
Hundreds of guests experienced Lidl's range in an entirely new light, challenging their preconceptions and discovering that great taste doesn't have to come with a premium price tag.

And the experience didn't end at the exit. Guests could purchase their favourite discoveries there and then, taking a little of the Lidl Noir experience home to share with friends and family.

AGENCY: CSM
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: CSM Studio

THE BRIEF
Create a single, versatile visual asset that could be edited into multiple films and formats, bringing Ericsson's new brand fabric to life. The ambition was to take this distinctive brand element beyond the screen and into the real world, creating a compelling visual story that could engage, inspire and connect with different audiences across a diverse programme of events and content.

THE PROCESS
Taking inspiration from Ericsson's brand guidelines, we developed a visual narrative that transformed the brand fabric from a graphic device into something much bigger: a representation of the invisible network connecting our world.

The concept explored how Ericsson's global network wraps around the planet, weaving its way through our everyday lives. Every interaction, innovation and moment of connectivity creates a ripple effect, with the fabric becoming a visual metaphor for the connections that make our world work.

By bringing this abstract brand element into real-world environments, we created a flexible hero asset that could be adapted, re-edited and repurposed across multiple platforms and experiences.

THE RESULTS
A striking, adaptable piece of brand storytelling that gave Ericsson's new visual identity a life of its own.

More than simply showcasing a new brand asset, it demonstrated how Ericsson's global fabric is woven into the world around us, making the invisible connections that shape our everyday lives visible, tangible and inspiring.

AGENCY: Lively
IDEATION/ART DIRECTION: Lee Rooney
VIDEO: Lively Studio

THE BRIEF
Position the Huawei P2 as the fastest and most powerful smartphone on the market, bringing its performance promise to life through the idea of making users feel a little bit superhuman. We needed a campaign that would turn a technical product advantage into an engaging, relatable and compelling consumer proposition across EMEA.

THE PROCESS
We took the idea of feeling superhuman and turned it into the creative heartbeat of the campaign. Rather than simply communicating speed and performance through technical specifications, we explored how the P2's power could enhance everyday experiences, making ordinary people feel capable of extraordinary things.

The result was a bold creative platform designed to work across ATL and BTL channels, giving Huawei a distinctive campaign with the flexibility to engage audiences at every touchpoint.

THE RESULTS
A unified EMEA launch campaign that transformed product performance into an emotive consumer proposition, helping Huawei stand out in a fiercely competitive smartphone market and bringing the promise of feeling a little bit superhuman to life.

AGENCY: Let Us Create
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
DESIGN: Lee Rooney
PHOTOGRAPHER: Amit & Naroop

THE BRIEF
Bring together the world's most influential Web3 pioneers, individual creators, developers, corporations and investors under one roof. A gathering of like-minded minds united by a shared ambition to challenge convention and build the next evolution of the internet.

The brief was to create something bold, maverick and disruptive. Not another corporate technology conference, but an underground movement. An exclusive world for those shaping what comes next, where the future of the web could be imagined, challenged and built.

THE PROCESS
We took an abandoned industrial building, a symbol of the old world of Web2, and brought it back to life as a physical manifestation of the emerging Web3 movement.

Raw, unfinished and deliberately unconventional, the environment was designed to feel like stepping inside a living, breathing technology network. A world in constant development, where structures, experiences and ideas connected, evolved and transformed.

Every element was conceived to immerse guests in this underground ecosystem, blurring the boundaries between physical and digital and making them feel less like spectators and more like active participants in a technological revolution.

THE RESULTS
An event unlike anything our audience had experienced before. A clandestine gathering that brought together a global community of builders, thinkers, creators and investors, creating the feeling of being part of something bigger.

Guests stepped into a world that felt like a living matrix of technology, innovation and possibility. Not simply there to hear about the future of Web3, but to become part of the conversation, contribute to its evolution and help shape what came next.

The outside world might not have known what was happening inside. That was rather the point.

AGENCY: Lively
IDEATION/ART DIRECTION: Lee Rooney
VIDEO: Lively Studio
PHOTOGRAPHY: Lee Rooney
VISUALISATION: Ade Cruft

THE BRIEF
Bring Lay's into the heart of the UEFA Champions League Fan Square with a high-energy brand experience that would capture the excitement of football and appeal to everyone, from die-hard supporters to the casually curious.

The challenge was to go beyond traditional product sampling, creating something unexpected, entertaining and memorable that would put Lay's in visitors' hands, give them a reason to get involved and, most importantly, make them want to share the experience across their social channels. More than a taste of football. An experience worth sharing.

THE PROCESS
We set out to create a fan destination that was as much about participation as it was about product. An experience designed to draw people in, get them involved and give them something worth talking about.

By combining playful brand engagement, entertainment and memorable photo opportunities, we created moments that encouraged visitors to become part of the experience rather than simply pass through it.

Social sharing was built into the thinking from the outset, turning individual interactions into shareable content and giving the Lay's campaign the opportunity to travel well beyond the physical boundaries of the Fan Square.

THE RESULTS
A lively fan destination that brought people together, put Lay's at the centre of the action and turned product sampling into something much more engaging.

Visitors didn't just stop for a packet of crisps; they became part of the experience, creating their own moments to capture and share. Every photograph, post and interaction helped extend the campaign's reach, transforming a physical fan activation into a wider social conversation.

AGENCY: TRO
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
VISUALS: Ade Cruft

THE BRIEF
Paddy Power has never been a brand to play by the rules, particularly when it comes to sponsorship. With a reputation for creating mischief, headlines and talking points wherever it goes, the challenge was to bring that unmistakable Paddy Power personality to the 2023 World Darts Championship at Alexandra Palace.

We needed to think beyond traditional sponsorship and explore how Paddy Power could own the occasion, entertain thousands of darts-loving fans and create the kind of mischief that would capture the imagination of the nation.

The ambition? Generate as much attention, conversation and column inches as possible, both on and offline.

THE PROCESS
Think like Paddy Power's very own mischief department.

We explored a host of mischievous stunts, PR-worthy activations and entertainment ideas designed to tap into the unique character of darts and its wonderfully unpredictable audience.

The thinking was simple: create moments that would stop fans in their tracks, get them laughing, talking and sharing, while giving journalists, broadcasters and social media audiences something they couldn't resist picking up.

From the thousands of fans passing through Ally Pally each day to the millions watching and following the championship from home, every opportunity was considered a chance to create another headline, another talking point and another reason to engage with Paddy Power.

THE RESULTS
A dedicated Paddy Power fan zone that brought the brand's mischievous personality to life throughout the 2023 World Darts Championship.

A lively destination that kept darts fans entertained, gave them a reason to get involved and provided a platform for Paddy Power to become part of the tournament's wider entertainment.

More than just a sponsorship presence, it was an opportunity to turn mischief into media, fan engagement into conversation and a physical activation into a much bigger PR and social story.

AGENCY: CSM
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Lee Rooney


THE BRIEF
With the 2018 FIFA World Cup approaching, adidas wanted to unveil its new official match ball to a global audience in a way that would go far beyond a traditional product launch.

The plan was to bring 20 of the world's most influential football bloggers and content creators to Moscow for three unforgettable days, culminating in an exclusive reveal of the new ball alongside football superstar Lionel Messi.

But this wasn't simply about inviting influencers to an event. It was about giving them an experience like no other, immersing them in the adidas world and creating opportunities to engage, influence and inspire their millions of followers in the build-up to football's biggest global stage. From touchdown to take-off. Three days. Twenty creators. A world of stories to tell.

THE PROCESS
We set out to create an experience that started the moment the creators touched down in Moscow and continued until the moment they left.

Three days of carefully curated experiences, unexpected encounters and exclusive access, with every touchpoint designed to give our guests something worth experiencing, capturing and sharing.

Rather than simply putting influencers in front of a product, we gave them the opportunity to become part of the adidas World Cup story. From immersive brand experiences and football-inspired activities to exclusive behind-the-scenes moments and the highly anticipated ball reveal with Messi, every experience was conceived with content creation at its heart.

The thinking was simple: don't just tell creators what to post. Give them something extraordinary to post about.

By building social moments into the entire journey, we transformed the creators from event attendees into active storytellers, helping adidas extend its World Cup presence far beyond Moscow and into football communities around the world.

THE RESULTS
A three-day, content-rich experience that brought 20 influential football creators together and gave them a front-row seat to the adidas World Cup story.

The new official match ball was unveiled alongside Lionel Messi, while the creators were equipped with a wealth of exclusive experiences, imagery and stories to share with their global audiences.

More than a product launch, it became a platform for influence, inspiration and social amplification, turning 20 individual voices into a collective global conversation around adidas and the 2018 FIFA World Cup.

We didn't just bring the world's football influencers to Moscow. We gave them a world of reasons to tell everyone about it.

AGENCY: TRO
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
FILM: Let Us Create

THE BRIEF
Huawei was making its first major experiential move into the UK market, partnering with EE to launch the Ascend P1 LTE alongside the arrival of EE's 4G network.

The ambition was to establish Huawei as a serious contender in an increasingly crowded smartphone market, showcasing the P1's speed and power and making sure consumers remembered one very important thing: how to pronounce Huawei!

We needed to turn an invisible technical advantage into something people could see, feel and experience for themselves.

THE PROCESS
If the promise was power, why not let people feel it?

We created an interactive experience that quite literally blew visitors away, using a powerful blast of air to dramatise the speed and performance of Huawei's new handset.

Visitors were invited to step in and have their reactions captured on camera as the air hit. But there was a catch. Before taking the picture, our photographer would ask everyone to say the word "Huawei" instead of the usual "cheese".

A simple, playful twist that turned a product demonstration into an entertaining photo opportunity, helping visitors experience the power of the P1 while learning how to say the brand name along the way.

THE RESULTS
A launch experience that put Huawei's speed and power into the hands and faces of UK consumers.

By turning a technical product benefit into an unexpected physical experience, we created an engaging way to introduce Huawei to a new audience, generate memorable interactions and make the brand name a little harder to forget.

The campaign helped establish the foundations of Huawei's UK experiential presence. Following its success, Let Us Create was appointed Huawei's dedicated UK and Western European agency, going on to deliver further product launches and campaigns designed to cut through an increasingly saturated smartphone market.


AGENCY: Let Us Create
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

PHOTOGRAPHY: Lee Rooney


THE BRIEF
When showcasing a new car, it's important to give visitors more than just a chance to look around it. You need to find something distinctive that attracts attention, sparks curiosity and encourages people to discover more.

We wanted to bring Vauxhall's rear-view camera technology to life in a way that was engaging, entertaining and, above all, memorable. Something that would demonstrate the technology while giving visitors a reason to take part, capture the moment and share it beyond the event.

THE PROCESS
Rather than simply demonstrating what the camera could do, we turned it into the centrepiece of a fun photographic experience.

We created an unexpected photo opportunity that put the car's rear-view camera technology to work in a completely different way, inviting visitors to become part of the action and capture a unique image.

It was a simple idea with a dual purpose: showcase an innovative feature of the car while creating an entertaining moment that visitors would want to photograph, talk about and share.

THE RESULTS
A clever way to turn a piece of automotive technology into an interactive brand experience.

Visitors didn't just hear about the car's rear-view camera; they got to experience it for themselves, taking away a unique photograph and a memorable story to share.

By giving people something unexpected to do, rather than simply something new to look at, we created an engaging moment that helped Vauxhall's technology stand out long after visitors had left the event.


AGENCY: TRO
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Ade Cruft

THE BRIEF
Airports offer a unique retail opportunity. With time to explore and a holiday mindset, travellers are often more receptive to discovering something new, treating themselves and enjoying a little indulgence before they even reach their destination.

Diageo wanted to make the most of this opportunity by creating a World Class shopper experience that brought its exceptional portfolio of drinks to life.

The challenge was to develop a compelling retail experience that would attract attention, encourage discovery and inspire shoppers to explore and sample the very best Diageo had to offer. Making the journey part of the experience.

THE PROCESS
We looked beyond traditional point-of-sale promotion and considered how to turn the time shoppers spend in retail into an opportunity for discovery.

The World Class experience was designed to invite travellers into the world of Diageo's portfolio, showcasing the quality, variety and craftsmanship behind its brands and encouraging shoppers to explore beyond their usual choices.

From creating standout visual presence to developing engaging ways to introduce products and encourage trial, the thinking was about making the experience feel less like shopping and more like discovering something worth enjoying.

The result was a flexible Global Shopper Toolkit, designed to bring consistency to the World Class proposition while allowing individual executions to adapt to the space, audience and retail environment.

THE RESULTS
A global shopper toolkit that gave Diageo a consistent and adaptable platform to showcase its portfolio across multiple retail channels.

By turning everyday retail encounters into opportunities for discovery, World Class could attract attention, encourage exploration and bring the experience of premium drinks to more shoppers – making the journey a little more enjoyable before the holiday had even begun.

AGENCY: RPM
IDEATION: Lee Rooney
VISUALISATION: RPM

THE BRIEF
Huawei's headline sponsorship of the ITU Triathlon World Final in London presented a fantastic opportunity to introduce the brand to a global audience, with televised coverage bringing the event to viewers around the world.

But we wanted to do more than simply put the Huawei logo around the course. We needed to get the brand into the hands, and voices, of the spectators lining the streets, while creating an engaging experience that brought the new Huawei P6 smartphone to life.

Two challenges. One big opportunity: get people talking about Huawei and give them a reason to experience its latest technology for themselves.

THE PROCESS
First, let's hear you say it!
We created branded mega-cones for spectators to use as they cheered on the athletes. But these weren't just any megaphones. They came with one very specific instruction: shout "WAH-WAY!" as loudly as possible.

A simple, playful way to get thousands of spectators saying the Huawei name, generating energy around the course and creating
a sea of brand interaction with the potential to reach audiences watching around the world.

Then, let's see your Race Face!
The Huawei P6 had a clever camera feature that allowed users to beautify their photographs, so we set out to give visitors a reason to put it to the test.

We challenged them to jump aboard our WATT bikes and pedal as hard as they could for 60 seconds in the Sprint Challenge. Once the effort was over, we captured their wonderfully red-faced Race Face and invited them to see what the P6's camera technology could do to transform their picture.

A competitive, entertaining experience that brought the product benefit to life, while giving participants a photograph worth sharing and a chance to win.

THE RESULTS
A sponsorship activation that gave Huawei far more than brand visibility.

The mega-cones turned spectators into vocal brand ambassadors, helping put Huawei's name into the televised event experience. Meanwhile, the 60 Second Sprint Challenge and Race Face Competition brought the P6's camera technology to life through participation, competition and shareable content.

Together, the activities created a lively presence at the event, generated social engagement and gave visitors two memorable reasons to interact with Huawei.


AGENCY: Let Us Create
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
DESIGN: Lee Rooney
VIDEOGRAPHY: Agile Films

THE BRIEF
Huawei's first major UK product launch needed support from the people who could make a real difference to its success: the EE store and call centre teams speaking directly to potential customers.

It was essential that staff across the country understood the Huawei brand, knew its product range and, most importantly, felt confident talking about the features and benefits that set its handsets apart.

Our ATL launch campaign invited consumers to become 4G Test Pilots, using the idea of being literally blown away to bring the power of the new technology to life. We wanted to carry that same thinking through to the staff experience, ensuring everyone had the opportunity to experience the campaign first-hand. Taking Huawei on tour. Turning staff into brand advocates.

THE PROCESS
We took Huawei on the road, touring EE stores and call centres across the UK with an experience designed to make an impression.

At the heart of it was a high-powered blower, giving staff their own opportunity to be blown away – bringing the central idea of the 4G Test Pilots campaign to life in a fun, physical and memorable way.

But this was about more than just having a bit of fun. We used the opportunity to introduce Huawei's handsets, showcase their key features and unique selling points, and help staff understand what made the products worth talking about.

By connecting the staff activation directly to the consumer launch campaign, we created a consistent experience that brought the brand story to life while building genuine product knowledge and enthusiasm.

THE RESULTS
A nationwide staff engagement campaign that brought Huawei's launch message directly to the people responsible for introducing the brand to UK consumers.

By giving EE store and call centre teams the chance to experience being blown away for themselves, we helped turn a campaign message into something tangible, memorable and easy to share.

More importantly, staff left with a better understanding of Huawei's products and the confidence to communicate their benefits to potential customers.

Because if we wanted customers to be blown away by Huawei, it made sense to start with the people selling it.

AGENCY: Let Us Create
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
DESIGN: Lee Rooney
PHOTOGRAPHY: Emma Wood

THE BRIEF
Huawei wanted to launch the P6 to staff at its Slough headquarters, creating an opportunity to inspire, excite and get the entire office behind its latest smartphone.

The P6's ATL campaign was built around the idea of Elegance with Edge, and we wanted to bring that creative thinking into the launch itself.

Rather than deliver another conventional staff presentation, this was a chance to stand out, surprise the audience and give employees something unexpected to experience.

THE PROCESS
Taking inspiration directly from the ATL campaign, we brought the idea of Elegance with Edge to life with a live fencing demonstration.

We surprised staff with two fencers performing in front of the audience, bringing an element of theatre, precision and sporting drama into the workplace.

It was an unexpected way to connect the launch event with the wider campaign, turning a product announcement into a live experience that captured the personality of the P6.

THE RESULTS
A memorable HQ launch that gave Huawei staff something far more engaging than a conventional product presentation.

By translating the campaign idea into a live performance, we created an unexpected moment that brought the brand message to life, captured attention and helped build excitement around the P6.


AGENCY: Let Us Create
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
DESIGN: Lee Rooney

BRIEF
Huawei wanted to educate Vodafone employees at its headquarters about the benefits of its new MediaPad, competing for attention alongside a host of other brands all vying to make an impression.

With a tight budget, short lead times and plenty of noise to cut through, we needed to find a clever way to stand out, engage staff and make the product memorable.

PROCESS
With the activity taking place during the festive season, we decided to embrace the spirit of Christmas and give the experience a little theatrical magic.

We recruited two of the UK's finest pantomime Ugly Sisters, armed them with an abundance of delicious cupcakes and let them loose on Vodafone's headquarters.

An unexpected combination of festive mischief, theatrical performance and product education, designed to attract attention, get people talking and bring Huawei's MediaPad benefits to life.

AGENCY: Let Us Create
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney