ROLE >>> CREATIVE DIRECTOR
LOCATION >>> WEMBLEY ARENA
FOR >>> CATAPULT & UEFA
YEAR >>> 2024
Last summer I had the privledge of working in Wembley Arena with UEFA and Catapult, transforming the entirety of the building into a series of hospitality and experiencial areas for the Champions League Final 2024
The brief involved a full building take over – exterior entrance ways, lobby registration, main lounge space for 2000+ people on the arena floor and a fine-dining experience for 200 in the upstairs lounge spaces.
Champions League Final 2024 Key Visual by Supermundane
UEFA came to us with a very strong visual identity for the final, with a striking illustration of London created by artist Supermundane at the core of the brand design.
Our concept was to take this stylised version of London as our inspiration, combining it with our theme of “London, City of Football” to bring to life a unique hospitality experience.
The 3,200sqm space was divided into five distinct zones, each based on a specific aspect of London football culture. Each zone had it’s own individual design, furniture, bespoke food stations and experiential elements, with the dynamic layout making the utmost of every available sqm of the space.
The hospitality tickets fully sold out and feedback to UEFA from attendees who have attended multiple finals was highly positive, although possibly the highest praise we received was from the staff of the arena themselves, who told us they had never the venue so totally transformed.
ROLE >>> CREATIVE DIRECTION, DESIGN, TECHNICAL INTEGRATION & PROGRAMMING
LOCATION >>> IRELAND
FOR >>> CATAPULT, GUNS OR KNIVES & SAMSUNG
Working alongside advertising agency Guns or Knives, we created a series of popup installations around Dublin city and summer music festivals to drive awareness of the key new product launches from Samsung.
‘Unbox Your Phone’ was a mirror and LED experience, located on the waterfront in Dublin city. A futuristic silver box appeared on the quayside, enticing visitors with its enigmatic design. Inside, a Samsung Galaxy S8+ was showcased on an illuminated stand.
Once visitors pressed play on the phone, the space transformed into a mesmerizing video-based infinity room.
Synced custom content on the phone and LED walls created a seamless journey from technology to reality, forging a strong connection between the product and the story.
‘Home’ was an activation which travelled to several Irish summer music festivals, doubling up as a performance space.
Continuing the mirror theme, this time we created a fully reflective ‘monopoly’ house, and placed it in a carefully selected location in each festival, such that the surrounding trees and foliage would, during the day, blur the outlines of the shape and function a part hang out space, part art installation,
At night however, the space totally transformed. The structure’s cladding included two-way mirrors concealing LED video panels, which came alive with captivating visuals at night, while a DJ performed from the chimney. ‘Home’ became a festival favorite, combining art, technology, and entertainment to draw massive crowds.
Finally, ‘Studio 9’An interactive art gallery highlighting the Samsung Galaxy S9’s key features.
Visitors explored a series of highly Instagrammable galleries, each showcasing a specific feature of the phone—low light, slow motion, responsive color, and high resolution. Guests were handed an unreleased S9 to interact with, providing a hands-on preview of the product.
The installation elevated the product experience, building excitement and engagement ahead of the official launch.
By merging technology with creative storytelling, these installations successfully elevated Samsung’s product launches, leaving a lasting impression on audiences and reinforcing the brand’s position as a leader in innovation.
ROLE >>> CREATIVE DIRECTOR
LOCATION >>> DUBLIN CITY CENTRE
FOR >>> CATAPULT & PADDY POWER
YEAR >>> 2018
Bookmakers Paddy Power are legendary for the eye catching, attention grabbing marketing stunts they have pulled over the years. But it turns out they’re not that good at remembering birthdays. So a few years ago, when it was pointed out to them that they were, in fact, turning thirty, Catapult sprang into action and created the Museum of Mischief.
With just eight weeks to bring the project to life, we transformed an unused retail space in Dublin into an immersive nine-zone museum that celebrated the brand’s legacy.
Key Zones Included:
At night, the museum transformed into a TV studio. Sports icons and famous personalities conducted interviews in front of a live audience, creating engaging content for the brand to use post-event.
From interactive installations to tongue-in-cheek decor, the Museum of Mischief brought Paddy Power’s brand identity to life. The result was a dynamic space that celebrated 30 years of fearless, boundary-pushing marketing.
ROLE >>> CREATIVE DIRECTOR
LOCATION >>> QATAR
FOR >>> CATAPULT & FIFA
YEAR >>> 2022
For the FIFA World Cup Qatar 2022 Fan Festival, FIFA partnered with Catapult to create an interactive exhibition that celebrated the unifying power of football. The goal was to showcase FIFA’s global initiatives and their positive impact on communities while providing fans with an engaging space to play, explore, and dive deeper into the competition.
As Creative Director, I collaborated closely with FIFA’s team in Switzerland to gain a deep understanding of their worldwide initiatives and identify intellectual property we could leverage to create unique interactive digital installations within the pavilion.
To bring this vision to life, we developed a bespoke content management system (CMS) and touchscreen interface that allowed multiple FIFA stakeholders to upload and manage content for the pavilion’s screens. This ensured the exhibition remained dynamic and up-to-date throughout the tournament.
One of the standout features of the pavilion was the “DIVE INTO VAR” game, a first-of-its-kind experience that used the same training videos and materials FIFA’s referee team employs to train officials on making VAR decisions. This gave visitors a rare opportunity to step into the shoes of a referee and make their own calls.
Additionally, we gained access to exclusive player app data, which enabled the creation of a real-time interactive portrait of the tournament. Visitors could explore individual player performance stats and drill down into data that is typically unavailable to the public, creating a truly unique and immersive experience.
The pavilion was a resounding success, attracting both hardcore football fans and casual visitors alike. Its innovative approach and engaging content earned it a nomination for a Campaign Experience Award, further cementing its impact as a standout activation at the FIFA World Cup Qatar 2022.
ROLE >>> CREATIVE DIRECTOR
LOCATION >>> FESTIVAL OF SPEED
FOR >>> CATAPULT & GOODWOOD
YEARs >>> 2017 – 2024
In 2016, the Festival of Speed, held annually on the Goodwood Estate, sought to expand its offering by introducing a new exhibition space dedicated to showcasing innovation. They envisioned a “cathedral to technology” that would celebrate advancements shaping a better world, while complementing the festival’s reputation as the ultimate motorsport garden party.
Catapult was tasked with conceptualizing, designing, and producing this ambitious new area, which became known as Future Lab. As Creative Director, I developed the original design and vision for the space in its inaugural year and continued to oversee its evolution each subsequent year.
Future Lab is built around the theme of ‘Technology for a Better World,’ with a fresh lineup of content every year. The exhibition features a diverse range of participants, including:
The space is designed to immerse visitors in the possibilities of technology, with interactive displays, prototypes, and experiences that demonstrate how innovation can positively impact the world.
Future Lab has become one of the most popular and celebrated areas of the Festival of Speed. Over the four-day event, it draws more than 20,000 visitors, making it a must-see destination for attendees. Its success has cemented its place as a key feature of the festival.
ROLE >>> CREATIVE DIRECTOR
LOCATION >>> WEMBLEY ARENA
FOR >>> CATAPULT & UEFA
YEAR >>> 2024
For one of the biggest sporting events of the year, the UEFA Champions League Final 2024, I was tasked with creating a world-class hospitality and fan experience within Wembley Arena.
We transformed the entire venue into a series of immersive, bespoke spaces that celebrated both football and the city of London.
The brief involved a full building takeover, reimagining every corner of the arena to deliver a seamless, premium experience for guests. The scope included:
Champions League Final 2024 Key Visual by Supermundane
UEFA provided a strong visual identity for the final, anchored by Supermundane’s vibrant illustration of London. Our concept, “London, City of Football,” brought this stylized vision of the city to life, blending art, culture, and football into an unforgettable hospitality experience.
The arena was divided into five distinct zones – London Town, Parklife, The Fans, The Streets and The Central Bar – each inspired by a unique aspect of London’s football culture. Each zone featured:
The dynamic layout ensured every square meter of the space was utilized to its fullest potential, creating a cohesive yet diverse experience for attendees.
The event was highly successful, with every hospitality ticket sold. UEFA received extremely positive reviews from attendees, many of whom had attended multiple finals and ranked this experience among the best. However possibly the highest praise we received was from the staff of the Arena themselves, who remarked that they had never seen the space so completely and creatively reimagined.
