Paul Fidler

Brief
Develop a fan experience around the Grand Prix that positions F1 as an entertainment property.

Idea
F1 Live - bring the exclusive F1 world to the masses with a city takeover during the Grand Prix weekend. 

The experience within the paddock, pit lane and track epitomises all aspects of the aspirational F1 lifestyle but it has only ever been enjoyed by a select few. The paddock experience became F1 House and the pit lane and track experience became the F1 Festival.

Results
Pitch win and agreement from the client to deliver two activations for the Shanghai Grand Prix and Miami Grand Prix. In Shanghai 26,000 attended the F1 festival and 2600 attended F1 House. Total number of PR impressions 416 million +.  

My Role
Pitch-winning idea and Creative Direction.

CHALLENGE:
In partnership with Ferrari, bring the world of Helix engine oil to life for an influencer audience, on the eve of the 2025 Spanish Grand Prix.

SOLUTION:
A gala dinner evening that invited the audience into the TVC narrative and immersed them in the rich 75 year history of Helix and Ferrari.

Featuring:

- Interaction with the latest Ferrari models featured in the TVC.

- Immersive gallery charting 75 years of innovation

- Choreographed product reveal delivered by Lewis Hamilton and Charles Leclerc.

Brief
Use the HP sponsorship of Star Wars: The Force Awakens, to create a PR event in Barcelona, launching the Star Wars Special Edition HP Notebook.

Idea
Move to The Dark Side. Create an experience where the seductive power of the HP Notebook gradually converts the environment, staff and guests to The Dark Side over the course of the evening. The event finale is a visit from big DV himself, extolling the powers of The Dark Side’s new weapon, the HP Star Wars Notebook.

Results
The launch was received extremely well with over 100 press and industry analysts left completely seduced by the Dark Side.

My Role
Event Concept Creation, Creative Direction and Script Writing.

Pitch-winning creative concept to launch Siemens new oven range at their London showrooms.

We completely overhauled the space to immerse the audience in all aspects of the oven technology across two floors.

Experiences included interactive oven tech displays, a VR fly though of the ‘kitchen of the future’ and live music performances.

Role
Creative Lead

Brief
Engage and educate National Trust visitors and members with the sustainable values of the BMWi range.

Idea
Be inspired by what BMW can create with nature. At our interactive ‘makers’ cabin visitors could create pieces of art from natural materials. Whilst having fun creating a terrarium or log print, visitors learned the precise methods and specific natural materials BMW use to create their 95% recyclable car, the i3.

Results
Create with Nature activated at 5 National Trust sites across the UK. Over 80% of attendees rated the experience ‘very enjoyable’ and 83% would recommend BMW i3 to a friend as a result.

My Role
Pitch-winning idea and Creative Direction.

Brief
Establish Vodafone as a tech innovation leader and re-enforce their position as the no.1 European mobile phone network.

Idea
Vodafone Firsts. Activate a Europe-wide series of brand experiences and PR stunts that have never been done before.

The biggest event was held in London, where Vodafone hosted the world’s first multi-sensory fireworks display for New Year’s Eve.

The sky was engulfed with clouds of apple, cherry and strawberry mist, peach snow, ‘floating oranges’ and edible banana confetti.

Results
Experienced by 100,000 people on the Thames whilst millions of people around the world watched the spectacle on television.

My Role
Concept creation and Creative Direction.

Also shown - Vodafone Firsts launch event in Berlin. 500 guests used a bespoke app to integrated into Booka Shade’s music set with their mobile phones; coming together to create the world’s First mobile phone orchestra.

Brief
Create a fanzone for the Brazil 2014 World Cup that will showcase Doha as an amazing host city of sporting events.

Idea
Use the latest AV technology to create a 180° viewing experience
in the world’s first air-conditioned outside mini-stadium.

Results
Visited by 13,500 fans over the duration of the World Cup.
Generated over 5 million social media impressions.
Awarded FMBE Gold and Clio Bronze.

My Role
Creative lead on the project from initial pitch-winning proposal to final delivery of all creative assets for final build.

Conceived the 'flotilla' stadium design concept.

Ensured the campaign creative concept (Journey to Amazing) ran consistently through all experiential assets, printed collateral, and virtual, screen and social media content.

Led creative workshops with the client to guide thinking and shape the overall concept.

Led all creative presentations (mostly in Doha) to the entire Supreme Committee team.

Examples of pitches to the ICC & ECB for various cricket competitions and campaigns.

Brief
Use experiential as part of an integrated campaign to spread awareness of the Clash of Kings mobile gaming app to London’s commuters.

Idea
A real life clash of Kings at an iconic London heritage site during rush hour. An epic medieval battle of a PR Stunt between Kings, knights and monsters.

Results
Downloads of the game went up significantly in the UK during the campaign.

Brief
Give key retailers a money can’t buy experience that educates them about Nike products.

Idea
The EKIN Secret sessions. Surprise and delight key retailers by taking them to a secret venue and immersing them in the world of Nike tech, brought to life in fun and memorable ways. Have appearances from Nike talent (Paula Radcliffe) to elevate the experience, give great insights and create massive FOMO amongst colleagues.

Results
150 key retailers over 5 venues across London immersed in Nike world and committing to recommend Nike running tech everytime.

Brief
Establish Grey Goose as the super premium vodka with taste among European vodka drinkers.

Idea
Start with a Europe-wide creative collaboration between top chefs and bartenders to create unique Grey Goose serve, then build an experience around it. Within each activation, every drink is personalised to each guest with the hero serve being an unforgettable taste experience.

Barcelona outdoor silent cinema shown.
Hero taste experience: A deconstructed Grey Goose Bloody Mary.

My Role
Experiential platform development, brand guardian, Creative Direction and guidance to European markets.

Brief
Raise awareness and profile of St Germain Elderflower liqueur with older millennial drinkers and make the St Germain Spritz their summer drink of choice.

Idea
Maison St Germain - a collaboration with a key influencer to create an immersive brand experience in the heart of London. Creative partner, Henry Holland embraced the the brand’s floral theme to curate an environment inspired by the elderflower harvest and the 1000 flowers in every bottle.

Central to the experience was an infinity mirror room that replicated what it would be like to be inside a bottle of 1000 flowers.

Results
97% rated the experience 7/10 or more, 73% very likely to recommend St Germain to friends.

My Role
Concept development, brand guardian and Creative Direction.

Brief
Engage 20-25 year old groups of beer drinkers with a disruptive activation at Garorock Festival, France.

Idea
Castle Lawson’s, a place where group of friends can come to prove their worth and unite their pack over their first taste of a proper whisky. Within the urban Highalnder’s castle lies a series of challenges; The Caber Tray; The Kilt exchange; The Pledge. All designed to do one thing, unite your pack.

Results
97% of visitors rated the event 7/10 or over. 90% would recommend attending the castle and 72% of visitors said William Lawson’s was now a brand they associate with good times.

My Role
Concept creation, Creative Direction and staff script writing.

Delegate experience immersing the user in AstraZeneca’s ground breaking respitory technology and treatments that demonstrated how they are ‘changing the landscape’ of respitory.

The exhibition booth concept centred around aeolian landscapes - landscapes shaped by air and wind (such as sand dunes, or even cloudscapes).

A bespoke interactive installation took the user through the key stages of Eosinophilic Inflammation.

Role
Creative Lead

Exhibition Concept that told the story of ‘The Journey to Amazing’ - Qatar’s successful mission to become the first Middle-East host of the FIFA World Cup.

Role

Creative Director and Design Lead

Brief
Create an ultra-premium dining experience, within the kitchens of The Dorchester Hotel, London, showcasing Krug champagne.

Idea
Create an environment in which every detail is bespoke to the
space and Krug, from the hanging art to the distinctive Krug bottle
pendant lights, creating a totally unique brand experience.

Create an uber-exclusive experience for a select few key influencers to enter the vault and taste a rare Krug vintage.

My Role
Concept creation, Creative Direction and Interior Design.

BRIEF
Create an event name, theme and visual identity for an all employee Kick Off Meeting.

CHALLENGE
Due to the pandemic, this was the first time this meeting had been held virtually and the client was unsure how we were going to make it a positive experience for the attendees after a very challenging year.

SOLUTION
After an active listening session we discovered that the story of the client’s year was heart-warming yet upsetting; uplifting yet grounding. But through it all they kept going. Kept moving.

The proposed name for the event was ONWARDS. This enabled the client to cover a range of content themes (positive and negative) in the meeting, yet always end on a positive - onwards.

The visual identity became a series of ‘guiding lights’ to direct them onwards, and using the brand colour palette we were able to bring a sense of optimism and hope.

The resulting look and feel and event concept was a serious improvement on previous years which generated an enormous amount of positive feedback and set exactly the right tone for the rest of the client’s year.