Sony Music & MTV

  • PR stunt
  • Live experience

Labrinth is the producer behind Tinie Tempah’s biggest hits and now a major artist in his own right. We worked with him during 2014 to help promote the stand-out track from his second album, ‘Let it Be’. We created two live events for two very different environments that each needed to be unique and authentic in their own way.

MTV European Music Awards
For the opening of MTV’s 2014 EMAs our creative production studio Found created a projection-mapped installation that saw Labrinth open the awards in his trademark larger-than-life way.

Using the architecture of the ornate building to communicate the idea that Labrinth himself is the master conductor of a light show across the facade, we designed an audio-reactive animation in sync with the song.

The track itself is big and bold with layered instrumentation, and we wanted the visuals to complement the crafted production. We shot Labrinth in a green-screen studio and used his performance to drive the animation as it builds up in layers, culminating in an impactful 3D visual spectacle at the heart of the build-up to the EMAs.

Camden Stables pop-up
Sony Music approached us keen to plan something extraordinary for the much anticipated return of Labrinth. Still with the same quality and craft of production, his new sound was stripped back and authentic, so we needed to reflect this in our event.

We based our pop-up launch event in Camden Market’s Stables area and transformed it overnight: using bespoke scaffolding and dust sheets we created the illusion that maintenance works were being conducted, only to reveal a full band with the arrival of Labrinth. A gospel choir was also hidden amongst the crowd, banners in lampposts and huge balloons in the roof, all released to create a completely immersive, flash-mob style experience.

From concept to event management on the day, we oversaw all elements, collaborating with Darling & Edge on the bespoke staging and Labrinth’s personal team for sound and music.