Joseph Winter

Soap & Glory got festive at Christmas by turning Boots flagship store windows into experiential theatre.
The store windows of retailer Boots in Westfield London and Manchester’s Trafford Centre were both transformed into bespoke pink boudoirs, doubling up as a stage for performers and makeovers offered to the shoppers.
The boudoirs were a live set, hosting a total of 160 hours of immersive and interactive entertainment for ten days during the manic Christmas shopping season. The… Show more

Soap & Glory got festive at Christmas by turning Boots flagship store windows into experiential theatre.
The store windows of retailer Boots in Westfield London and Manchester’s Trafford Centre were both transformed into bespoke pink boudoirs, doubling up as a stage for performers and makeovers offered to the shoppers.
The boudoirs were a live set, hosting a total of 160 hours of immersive and interactive entertainment for ten days during the manic Christmas shopping season. The appearances incorporated dancers, YouTube stars such as Zoe London and other surprise special guests, including ex-Pussycat Doll Kimberley Wyatt, who appeared at the Manchester Trafford Centre Boots, and Model / Musician Florrie Arnold in London, who performed four of her songs in the window to the crowds.
The roster of talent was joined by the Glory Girls; Soap & Glory’s team of singing and dancing make-up artists and hairdressers, there to help the shoppers get ready for Christmas party season. Show less

Under Armour launched its nationwide Armour campaign ahead of the Rugby World Cup in England, running across retail, social, digital and out-of-home channels, and kicked off by a unique event on the River Thames, which I produced.
The integrated campaign highlights the performance products that unite some of the world’s top rugby players.
The 30m long vessel transported a huge image of key rugby players such as Jamie Roberts, Leigh Halfpenny and James Haskell, displayed across eight 20ft… Show more

Under Armour launched its nationwide Armour campaign ahead of the Rugby World Cup in England, running across retail, social, digital and out-of-home channels, and kicked off by a unique event on the River Thames, which I produced.
The integrated campaign highlights the performance products that unite some of the world’s top rugby players.
The 30m long vessel transported a huge image of key rugby players such as Jamie Roberts, Leigh Halfpenny and James Haskell, displayed across eight 20ft shipping containers, welded vertically to the barge!
As it passed down the Thames and under Tower Bridge, the artwork, which originally showed the players in country colours, was ‘ripped’ to reveal the Armour baselayer.
The creative demonstrates Under Armour's commitment to making all athletes better, regardless of nation or team represented. This campaign set out to demonstrate that underneath all of the hype is the hard work and dedication of the athletes, and no matter what team you play for, underneath it all is Under Armour.
This was followed with a press event on the barge hosted on the River Thames, with Tower Bridge as the backdrop.
I was the soul producer of this event, attaining the permission from the Port of London Authority, booking the opening of Tower Bridge, dealing with all river logistics and the production of the Under Armour containers on the barge. Show less

Mission Ferrari was a precursor to the Mission Ferrari rollercoaster opening in 2015; the idea was to build excitement and awareness around the newest addition to the park. Our brief was to create something that would showcase the key elements of the brand in an interesting and engaging way.

Technological innovation, high-performance mechanics and a thrilling storyline based on the Ferrari story were all crucial threads of the live show we created at Drive. 'Mission Ferrari' plunges the… Show more

Mission Ferrari was a precursor to the Mission Ferrari rollercoaster opening in 2015; the idea was to build excitement and awareness around the newest addition to the park. Our brief was to create something that would showcase the key elements of the brand in an interesting and engaging way.

Technological innovation, high-performance mechanics and a thrilling storyline based on the Ferrari story were all crucial threads of the live show we created at Drive. 'Mission Ferrari' plunges the audience into the exhilarating world of Secret Agent Cavallino who is protecting the latest Ferrari spy car from intruders.

Using an 18m tall by 8m wide vertical wall as the 'stage', and split screen techniques, the audience kept up with Agent Cavallino and the intruders in this thrilling 9-minute live show. The performers responded to 3D landscapes and perspective shifts creating the impression that they were traversing the space that is projected around them. The live actors were suspended on 3 high-speed performance winches, which allowed them to move up and down the stage at up to 2m per second, whilst their costumes were designed to allow them to somersault forward and backwards.

Positioned on the face of the wall was a rotating plate, which carries an exact replica of a Ferrari 430. The rotation system was specifically designed by a team of engineers to rotate the car 180 degrees in 20 seconds, synchronising it perfectly with the projected content.

Effects such as lasers, CO2 smoke explosions and fans added to the drama of the show, reaching the climax when the Ferrari F430 was revealed in the middle of the vertical wall.

From 444 performances in the 6-month period, a total of 70,177 people watched Mission live, an average of 158 people per performance, engaging over 50% of the park's visitors during that time.

The show achieved national and international coverage of the event including The National, Arts & Lifestyle, that called the shows 'spectacular and thrilling’. Show less

I produced a world's first for HP's Connected Music campaign featuring Bastille for Drive Productions. I worked closely with the Grant Dudson (Senior Creative at Drive) to create a ground breaking experience which involved designing a pressure sensitive dance floor that allowed the dancing crowd to power up a slick VFX Bastille logo on two giant LED screens on stage. The experience allowed the crowd to visually express their love for Bastille as the more they danced the more illuminated the… Show more

I produced a world's first for HP's Connected Music campaign featuring Bastille for Drive Productions. I worked closely with the Grant Dudson (Senior Creative at Drive) to create a ground breaking experience which involved designing a pressure sensitive dance floor that allowed the dancing crowd to power up a slick VFX Bastille logo on two giant LED screens on stage. The experience allowed the crowd to visually express their love for Bastille as the more they danced the more illuminated the Bastille logo became. There was an immediate, realtime response which meant the crowd received instant gratification. The experience went incredibly well and was the driving force behind a HP Connected Music Ad campaign reaching thousands online and again proving how technology can enhance human engagement when applied in the right way. Show less

The key to the success of this experiential activity was to generate awareness for the monster.co.uk brand, additional services online and to create content ensuring the campaign reached a wider audience.

I produced an interactive brand experience in key high footfall shopping centre locations across the UK.
The build incorporated a lively game show hosted by TV presenter Ortis Deley, with members of the crowd becoming the stars on screen during 3 rounds which saw teams winning… Show more

The key to the success of this experiential activity was to generate awareness for the monster.co.uk brand, additional services online and to create content ensuring the campaign reached a wider audience.

I produced an interactive brand experience in key high footfall shopping centre locations across the UK.
The build incorporated a lively game show hosted by TV presenter Ortis Deley, with members of the crowd becoming the stars on screen during 3 rounds which saw teams winning prizes, a film crew to capture emotional vox pops about their support network in their career and a series of stations for the public to take part in the clients new ‘draw your job’ app, getting people of all ages involved.
We also had a team on site to offer the public career advice and to assist with sign ups to monster.co.uk for job updates. Show less

Working with 20th Century Fox, BBC Worldwide, Visit Isle of Wight and Media Circus, Beatwax produced a campaign that will leave a legacy on the Isle of Wight for years to come. Six ‘meteorites’ were installed at sites of major dinosaur discovery along the coast of the island, combining information on the dinosaurs found at the locations, how they relate to the characters from the forthcoming movie, replica artifacts found, plus an AR marker which when using the Dinosaur Island app (created for… Show more

Working with 20th Century Fox, BBC Worldwide, Visit Isle of Wight and Media Circus, Beatwax produced a campaign that will leave a legacy on the Isle of Wight for years to come. Six ‘meteorites’ were installed at sites of major dinosaur discovery along the coast of the island, combining information on the dinosaurs found at the locations, how they relate to the characters from the forthcoming movie, replica artifacts found, plus an AR marker which when using the Dinosaur Island app (created for this campaign) gives the public the chance to be seen standing alongside dinosaurs in the very place they were discovered.
Visit Isle of Wight focussed their 2013 summer drive around this campaign, spending over £1 million to promote the activity enticing tourists to come to the island to ‘Walk with Dinosaurs’. They’ve created a TV commercial, partnered with Red Funnel to brand their port, ferries and hovercrafts with the campaign artwork and have put on a fleet of fully branded buses to transport tourists from each of the six locations of the meteorites for free.
Years later and the meteorites are now a legacy on the Isle of Wight, rebranded for the island and a focal point for both the education system and family days out. Show less

BRIEF

20th Century Fox approached Beatwax to create an international event which would provide a number of global media partners with unique content, to celebrate the release of Ice Age 4.

CONCEPT

Inspired by and in contrast to the London 2012 Olympic Games, Beatwax hosted the ‘Ice Age 4, Sid’s Winter Games’ in no other than the ‘capital’ of the middle east - Dubai!
After establishing a partnership with the Dubai Tourist Board (DEPE), Emirates Airlines, Auris Plaza Hotel… Show more

BRIEF

20th Century Fox approached Beatwax to create an international event which would provide a number of global media partners with unique content, to celebrate the release of Ice Age 4.

CONCEPT

Inspired by and in contrast to the London 2012 Olympic Games, Beatwax hosted the ‘Ice Age 4, Sid’s Winter Games’ in no other than the ‘capital’ of the middle east - Dubai!
After establishing a partnership with the Dubai Tourist Board (DEPE), Emirates Airlines, Auris Plaza Hotel & Ski Dubai Beatwax were able to to turn Dubai’s indoor ski resort to a fully branded Ice Age 4 wonderland. Multiple media partners from 5 International markets were invited to take part in a series of Ice Age 4 themed Winter Games! Competing in the Games were Nickelodeon (US), Heart Radio (UK), Coming Soon Television (Italy), Film Starts (Germany) and PINK (Austria)!

RESULTS

Unique global content for media partners: Nickelodeon US; Online & TV with an audience reach of over 50,000,000. Filmstarts Germany; Features on biweekly Video-Show “FÜNF STERNE”, and teasered at the top of PINK's homepage for 14 – 21 days with an audience reach of 1,200,000. Coming Soon Television Italy; TV & Online with an audience reach of 650,000. Pink TV Austria; Online & TV with an auidence reach of 100,000. Heart Radio UK; Radio & Online with an audience reach of over 2,400,000. Show less

BRIEF

HIT Entertainment approached Beatwax to create a unique, interactive and educational, destination event to launch and celebrate all things Bob the Builder, in tandem with the reboot of the famous kids’ brand.

CONCEPT

On Saturday 27th August, Beatwax and HIT Entertainment joined forces to transform The O2’s Live Quarter into Bob’s Big Build – a unique destination event embodying key show themes, with retailer and consumer promotions running in tandem.
Bob’s Big… Show more

BRIEF

HIT Entertainment approached Beatwax to create a unique, interactive and educational, destination event to launch and celebrate all things Bob the Builder, in tandem with the reboot of the famous kids’ brand.

CONCEPT

On Saturday 27th August, Beatwax and HIT Entertainment joined forces to transform The O2’s Live Quarter into Bob’s Big Build – a unique destination event embodying key show themes, with retailer and consumer promotions running in tandem.
Bob’s Big Build consisted of 10 colourful, fun and vibrant activity zones – as well as an additional special screening zone which featured an exclusive showing of Bob’s Big Dino Dig. Partner suppoer provided further amplification – for example: The BBC Magazine Colour & Activity Zone, Shelter’s Help Build a Wall Zone, and Character Toys’ Interactive Toy Play Area!

RESULT

Our pre-event media campaign exceeded expectations with over 16,000 people registering for tickets guaranteeing a full house for the event itself.
National print and online partner – The Mirror, ran both in paper and online insertions in Your Life, We Love Telly and the Scottish Sunday Mail. A wider communication campaign secured coverage in 27 media outlets including Time Out, Mumsnet and the London Evening Standard as well as also featuring as part of Heart 106.2FMs breakfast show to reach an audience of 3.5 million people in London – a vital audience for an event at The 02. Post-event coverage soared across various parent/mum blogging sites such The Gingerbread House, Blog by Baby and Netmums. Show less

BRIEF

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the origin film of the hugely successful ‘X Men franchise, X Men First Class.'

CONCEPT

A unique X Men training academy was created on board the USS Intrepid: An US Navy aircraft carrier berthed in the Hudson River in New York.
A range of genuine mutant skills was taught to a select group of presenters, journalists and audience members of the media partners involved… Show more

BRIEF

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the origin film of the hugely successful ‘X Men franchise, X Men First Class.'

CONCEPT

A unique X Men training academy was created on board the USS Intrepid: An US Navy aircraft carrier berthed in the Hudson River in New York.
A range of genuine mutant skills was taught to a select group of presenters, journalists and audience members of the media partners involved. The skills were those that the actual central characters used in preparation for the film:
16 international media partners were tied into the campaign to provide two huge swathes of publicity
RESULTS

£24 million of free media value delivered in 16 markets: This included the USA, India, South East Asia, UK, France, Germany, Spain, Italy, Australia and a host of smaller markets as diverse as Serbia, the United Arab Emirates, The Philippines and Holland.
MTV made a 30-minute show about the experiences of their presenter at our event. This was shown in 83 markets globally.

Similar pieces appeared on Channel V (Philippines), National Geographic (Australia).
Capital Radio in the UK made a live breakfast show broadcast actually on board our aircraft carrier; Saturday Morning breakfast presenter Dave Berry underwent X Men Training specially adapted to best suit radio broadcast.

Top film blogger Joe Utichi was also invited to document his experience at the academy as the centre piece of an online campaign. Show less

BRIEF

Sony asked Beatwax for a credible brand association and an effective way to communicate Sony's XB headphones links to DJs and urban music.

CONCEPT

We made Mike Skinner from The Streets dream come true; his face immortalised in a crop circle somewhere near the hallowed fields of the 2009 Glastonbury Festival to coincide with his billing at this most celebrated of festivals. The creation of Mikeface in sharp relief 210ft high in a field immediately adjacent to Castle… Show more

BRIEF

Sony asked Beatwax for a credible brand association and an effective way to communicate Sony's XB headphones links to DJs and urban music.

CONCEPT

We made Mike Skinner from The Streets dream come true; his face immortalised in a crop circle somewhere near the hallowed fields of the 2009 Glastonbury Festival to coincide with his billing at this most celebrated of festivals. The creation of Mikeface in sharp relief 210ft high in a field immediately adjacent to Castle Cary Railway Station (the main station for Glastonbury Festival) servicing over 60k of footfall to and from the Glastonbury site over the period of the weekend. The method was simple mapping the image onto the field from space using Global Positioning Technology. We then worked with the agricultural machinery experts John Deere to deliver the image through the use of farm machinery..some paint..some string..and a strimmer.

RESULTS

Inclusion in the BBC 2 on air Glastonbury Festival coverage, The Sun, The Daily Mirror, NME, MSN, BBC Radio 6 Live Breakfast Show Interview amongst many others. Mike also covered it on The Streets social media channels including Facebook and Twitter and created 3 webisodes from the project which you can view on YouTube. Show less

BRIEF

Fox Home Entertainment wanted to create a really big buzz around the DVD release of the biggest film of all time ‘Avatar’ on Monday 26th March.

CONCEPT

Beatwax approached Fox to create an interactive spectacle installed in London to act as a hub for activity over the pre-release weekend and on the day of release.
The Tree of Souls is the centre of life on Pandora, it only seemed fitting that it should be the centre of the DVD release activity in the UK.
Standing… Show more

BRIEF

Fox Home Entertainment wanted to create a really big buzz around the DVD release of the biggest film of all time ‘Avatar’ on Monday 26th March.

CONCEPT

Beatwax approached Fox to create an interactive spectacle installed in London to act as a hub for activity over the pre-release weekend and on the day of release.
The Tree of Souls is the centre of life on Pandora, it only seemed fitting that it should be the centre of the DVD release activity in the UK.
Standing at over 6.5 metres high and with over 19 miles of fibre optics installed our ‘Tree of Souls’ is a world and UK first

RESULTS

As the centre of the Avatar DVD release in the UK, the Tree of Souls was used to host a photocall, interview and meet and greet with Avatar’s Colonel Miles Quaritch (Actor Stephen Lang). Including an interview hosted by YouTube phenomenon Daveyboyz. MTV and Digital Spy also featured interviews with Lang at the tree.

In addition to the press call the tree attracted over 80,000 visitors over the three days and hundreds of direct interactions with consumers over the three days of installation.
A Google search on the Tree of Souls reveals over 1,200 web links, blog entries and other social media coverage
1,170 trees have been planted following the activity. Show less

Grolsch launched ‘The Green Light District’ – a multichannel campaign targeting drinkers in Brighton. The campaign, which combined experiential, ambient media, social, PR and promotional activity, was aimed at driving consumer engagement and trial of the iconic lager.

Activity ran for eight days across two weeks (from 27th-30th November and 4th-7th December).
As part of the PR push, the usually white-lit Brighton wheel took on the hue of Grolsch’s signature green – the first time the… Show more

Grolsch launched ‘The Green Light District’ – a multichannel campaign targeting drinkers in Brighton. The campaign, which combined experiential, ambient media, social, PR and promotional activity, was aimed at driving consumer engagement and trial of the iconic lager.

Activity ran for eight days across two weeks (from 27th-30th November and 4th-7th December).
As part of the PR push, the usually white-lit Brighton wheel took on the hue of Grolsch’s signature green – the first time the attraction has ever been changed colour by a brand.

Mobile teams of brand ambassadors handed out ‘District Maps’ highlighting the participating cluster of Grolsch bars. These maps included directions to the ‘green lit’ bars as well as a coupon for a free bottle of Grolsch. Grolsch branded tuk-tuks – another first for the brand – were on hand for consumers who wanted to take a ‘taxi’ rather than walk to the Green Light District.

At participating bars – identified by spectacular green lighting effects – consumers were directed to a table with access to an on-demand waitress service. Grolsch ‘buttons’ enabled consumers to order Grolsch delivered directly to their table.

Photographer and light graffiti artist Michael Bonsanko entertained drinkers with an interactive Grolsch light show with photos uploaded to a super screen for all to see – and will take requests for images. Light graffiti is a photographic technique in which exposures are made by moving a hand-held light source.

Consumers also had the opportunity to create their own light graffiti. Everyone who shared a photograph on their private Facebook page was entered into a competition, with the best image winning a trip to a Grolsch Light Graffiti workshop in Amsterdam.

The activity was supported by social media with the Grolsch Facebook page, acting as the central hub for communication with consumers. Localised posts encouraged Brighton drinkers to visit ‘The Green Light District’ and share their experiences on Facebook. Show less

20th Century Fox International approached Beatwax to create a unique, standout multiple partner campaign for the Russian, Greek and UK markets to deliver compelling AV footage around an experiential event.

CONCEPT

We created a race from Moose Lake Minnesota (a real place) to Miami, and then onto Rio! On route our racers would be given the skills to fly! They were pushed out of aeroplanes over Minneapolis (wearing parachutes), given the controls of a light aircraft over Atlanta;… Show more

20th Century Fox International approached Beatwax to create a unique, standout multiple partner campaign for the Russian, Greek and UK markets to deliver compelling AV footage around an experiential event.

CONCEPT

We created a race from Moose Lake Minnesota (a real place) to Miami, and then onto Rio! On route our racers would be given the skills to fly! They were pushed out of aeroplanes over Minneapolis (wearing parachutes), given the controls of a light aircraft over Atlanta; taught confidence boosting skills such as learning to Samba and performing that dance to a live audience in Jacksonville, or performing Capoeira in Chicago. Racers had to use their initiative to get across country; we broke the route up into 7 legs and gave them checkpoints at which they needed to arrive at specific times and dates. After that they were on their own armed with an iPad and a small cash allowance.

RESULTS

US news broadcaster NBC tracked the journey at key points on route and delivered an amazing 8 minute news piece live from Moose Lake at the start of the journey:
MSN created a wide UK and European campaign highlighting the daily exploits of their film correspondent Ed Holden, and his UK team mate – CBBC news presenter UK John Watson. This featured multiple blog posts, social media support and advance recruitment to galvanise MSN customers to follow Ed and John across continent.
Russian TV partner MKTB and Greek broadcaster ANT1 delivered a total $450K campaign to find two participants from amongst their audience in their respective markets. An extensive advance publicity drive across platform ensued to find their participants. This was followed up with guaranteed broadcasting of the experience on each channel using edited footage we supplied to them as the event unfolded on a daily basis. Show less

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the next release in the hugely successful ‘The Chronicles of Narnia’ franchise – ‘The Voyage of the Dawn Treader.

CONCEPT

Our response was to create a working and sea worthy replica of the Dawn Treader and take to the high seas with a totally amateur crew of mums, dads and their children!

We reached out to the biggest broadcasters in 12 major markets and tied in partnerships… Show more

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the next release in the hugely successful ‘The Chronicles of Narnia’ franchise – ‘The Voyage of the Dawn Treader.

CONCEPT

Our response was to create a working and sea worthy replica of the Dawn Treader and take to the high seas with a totally amateur crew of mums, dads and their children!

We reached out to the biggest broadcasters in 12 major markets and tied in partnerships that would deliver huge publicity drives across multiple platforms in broadcast, print and online, to find international family groups to make up our crew.

Each partner sent a broadcast crew with their family group. They made fly on the wall documentary type pieces for peak time broadcast back in their respective home markets, actually in the release weekend of the film in each territory.

RESULTS

£22 million (55 times the cost of the project) of free media value delivered in 12 markets: This included the USA, UK, France, Germany, Spain, Italy and Scandinavia.
The partners included Nickelodeon (USA), Gulli TV (France), Sky One (Germany), National Geographic (Italy), Channel 5 (UK).
Coverage outside of the partners included an extensive BBC1 News piece in the UK, mainstream news on ABE News and Fox News (obviously) in the USA.

The Narnian franchise has a very dedicated and passionate global fan base – these groups were catered for by the inclusion on the voyage of Narniafans.com The leading blog site in Narnia terms – daily filmed exploits of the editors’ adventures were uploaded to the blog and were watched, liked and tagged by Narnian fans worldwide.

Awareness was measured in 6 of the markets by Vizeum (Fox media agency) following the first phase of the campaign. The film had been tracking low outside of Narnia fan groups. Post this activity; awareness had been raised by 42% with over 90% intention to see (Ian Morton, VP Fox Marketing Europe). Show less