Event Experience Film
Deadgood Rugs
Clerkenwell Design Week Immersive Installation
Transforming product texture and movement into a wraparound LED installation.
Deadgood launched a new rug collection at Clerkenwell Design Week, one of the most competitive design events in the UK. The brand wanted the launch to feel immersive and visually distinctive, while still keeping the product itself at the centre of the experience.
Working with production partner Rascal, we developed a modular motion system that translated the physical textures and movement of the rugs into a large-scale wraparound LED installation.
The result was an installation built directly from the product itself, designed to attract attention, communicate material quality, and create a memorable experience within the event environment.
The challenge
Transforming product texture and movement into a wraparound LED installation
Clerkenwell Design Week features dozens of competing installations and brand activations. Standing out requires work that is immediately understandable while still reflecting the brand’s identity.
Deadgood needed an installation that could do several things simultaneously:
Attract attention within a crowded event environment
Translate tactile material qualities into digital form
Reflect the brand’s playful but premium tone
Work across a full wraparound LED screen environment
Be approved before access to the event space was available
The work also needed to be produced quickly and efficiently. The animation system had to allow rapid adjustments as the project evolved, while looping seamlessly to maintain a continuous immersive experience for visitors.
The story
The approach
SHIFTING THE STORY FROM POSSIBILITY TO DEPLOYMENT
The narrative centres on:
Proof of progress over time
Visibility into how the system actually works
A partnership that has matured into a global platform
Interviews were treated as conversations, not performances — filmed inside environments that mattered: next to vehicles, within engineering spaces, and in front of real dashboards and tooling.
Motion, grade, and sound were used sparingly and deliberately — to support clarity, not distract from it.
Execution highlights
Full 3D previsualisation of the installation space to support early client approvals
Development of a modular animation system rather than a single fixed film
Creation of seven looping motion modules designed for seamless playback
Product texture photography and movement studies used to inform the visual system
Animation designed specifically for wraparound LED formats
Motion sequences designed to loop continuously to maintain immersion
Modular system allowed rapid amendments and colour variations
Outcome
A crafted film designed for use across Microsoft and partner channels
Microsoft blog and editorial platforms
Partner-owned websites
Event and presentation contexts
The film avoids positioning embodied AI as a finished solution, focusing instead on how it’s being trained, tested, and deployed in real-world conditions today.
The project balanced multiple stakeholders, tight timelines, and brand constraints — shaping a narrative that remained clear, human, and credible under real-world conditions.
Creative Direction & Production:
George Lewis
Director of Photography:
Chris Baker
Narrative, Edit & Post-Production:
Matt Osborne
Start a considered conversation
If you’re exploring a narrative-led film and want it to feel clear, credible, and genuinely human,
a short conversation is often the best place to start.
We’ll ask a few quick questions first — just enough to understand the context, the people involved, and what you’re trying to communicate — so that any conversation we have is focused and useful from the outset.
A calm starting point — no pressure, no pitch.
Not sure yet?
Feel free to explore more of our work,
or get in touch when it feels right.
