007 FIRST LIGHT — WORLD PREMIERE AT BAFTA

THE PROJECT
007 First Light is IO Interactive’s reimagining of James Bond’s origin story, developed in association with Amazon MGM Studios and Delphi Interactive. Ahead of its launch, IO Interactive wanted to bring press, partners and industry guests into Bond’s world for the game’s world premiere.

THE CHALLENGE
IO Interactive asked us to design and produce a world premiere launch event at BAFTA on Piccadilly, one that felt like a genuine Bond film premiere rather than a typical games reveal — an evening of cinematic presentation and interactive showcase for guests to remember.

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TAKEOFF'S SOLUTION

Guests arrived through BAFTA’s Piccadilly entrance past a Triumph motorbike featured in-game, and were guided up through the building across a full evening of Bond theatrics. On the second floor, guests were welcomed before heading into the Princess Ann Theatre for a cinematic screening of 007 First Light, presented like a genuine film premiere.

From there, guests stepped out onto a red carpet complete with step-and-repeat and a roaming glamdroid, before moving through to the downstairs bar for a showcase featuring a 360-degree immersive in-game experience.

Upstairs, a working casino let guests play with custom-branded 007 chips for the chance to win prizes, while a harpist performed Bond film themes and a hoop artist added a touch of spectacle to the room.

Press were given a hands-on demo area to try the game for themselves, alongside press junkets and further partner collaborations including Casio and Coca-Cola.

LET'S TALK

TAKEOFF has offices in the UK, France and Central Europe, North America and China. If you’d like to discuss an entertainment marketing publicity project or event, get in touch with the TAKEOFF team via: enquiries@takeoffstudios.com.