Workroom Giving Brands Purpose
31 January 2025
Last week’s shoot at the Entertainment, Attractions & Gaming (EAG) Expo Europe at Excel was a blast!
Commissioned by our highly valued, long-standing client, Nicola Lazenby (Exhibition Director), our brief was to capture the playful, high-energy spirit of the show.
Our founder, Brigid McMullen, led on art direction, with regular collaborator, Barry Willis, chosen for his specific skill in fly-on-the-wall (aka candid) photography. With an impressive turnout, and palpable, frenetic energy in the room, we immediately regressed to our ‘inner child’! (well, Brigid did). But what stood out to us most was the social dimension: strangers connecting to exchange tips or ideas, make deals, and above all – playing! As the dreary and depressing world outside faded away, it was replaced by a colour-and-sound infused playground.
Make something fun and people engage. In the immersive escape room, teams of two raced against the clock in life-saving puzzle-solving and elsewhere, groups of visitors bust their lungs in sleek, high-tech karaoke kiosks. As social psychologist, Jonathan Haidt, said, “Hundreds of studies on young rats, monkeys, and humans show that young mammals want to play, need to play, and end up socially, cognitively, and emotionally impaired when deprived of play.”
EAG’s Expo was a fantastic reminder of how essential it is to embrace play of any sort and how it connects us all. And was a damn good excuse for Brigid to behave like an oversized child!
Workroom Giving Brands Purpose