WINTER | COVER FEATURE
From emotion sensing technology to VR and holograms , the rapid evolution of technology is revolutionising the delivery of experiential live brand activations , whether it be product launches or initiatives at venues and outdoor events
Words : Christopher Barrett
BRINGING BRANDS TO LIVE
W ith the current generation being the most broadcast in history , and the competition for people ’ s time being immense , it means creative agencies are having to work harder than ever to find new and interesting ways to encourage consumers to immerse themselves in brands .
Experiential creative agency Smyle has an impressive portfolio of work for major brands , having created a remarkably diverse array of activations including virtual 3D worlds using Unreal Engine , Stormzy performing live on the River Thames and the creation of a sustainably designed twostory Facebook pavilion at Davos .
Matt Margetson
Smyle innovation director Matt Margetson founded the agency in 1996 and has since seen technology transform the delivery of projects . While being passionately interested in the fast-moving world of technology , Margetson is eager to emphasise that tech alone is useless unless there is a very good reason to use it .
“ A lot of people get very excited about widgets but if they don ’ t really resonate within the story , the objectives , the strategy and creative approach , it ’ s irrelevant ,” he says . “ The best thing we do is when it all comes together , combining crafts , skills , teams , and bringing in visionaries using bleeding-edge tech while being open to analogue as well , then fusing it all together in an innovative way to really capture the imagination of the audience .”
Among Smyle ’ s current projects is an activation that will be positioned under the Eiffel Tower for the Paris Olympic Games next year . Created for a luxury watch manufacturer , Margetson says it is not simply
19