Overview /
Film fans don’t just want to watch movies. They want to step inside the world behind them. EMPIRE Live was created as a large-scale, public film and entertainment weekend at The O2, designed to bring audiences closer to the people, craft and culture of cinema.
The challenge was to turn the authority and personality of EMPIRE, the world’s biggest movie magazine, into a physical experience. One that felt exciting, accessible and immersive for fans, while working seamlessly across sponsorship, venue environments and a packed multi-day programme of premieres, talks and live events.
Role /
Creative and design lead across the event brand system and 360° campaign rollout.
Responsible for shaping a cohesive visual identity and communication system that worked across print, digital, environmental graphics and live event touchpoints, while integrating headline sponsor American Airlines throughout the experience without diluting EMPIRE’s voice.
Brief /
Transform EMPIRE from a media brand into a live, large-scale entertainment experience at The O2. The event needed to feel ambitious and credible to film fans, while remaining clear and navigable across dozens of screenings, talks, workshops and special events over one weekend.
The identity also had to support high-profile commercial partnerships, extensive on-site branding and multi-platform promotion across Bauer Media channels, social, digital and experiential activations within the venue.
