Ellen MacArthur: Foundation Summit

Smyle and the Ellen MacArthur Foundation put sustainability centre stage

  • The Brief

    For the last four years, Smyle has worked with the Ellen MacArthur Foundation to help produce their annual Summit meeting. This inspirational charity’s flagship event aims to highlight the circular economy and bring together global business minds as the world works towards a more sustainable future – a mission we’re very passionate about here at Smyle. 

    The Ellen MacArthur Foundation Summit is a one-day event of global thought leadership focusing on changing how the world produces waste and pollution. In 2019, the charity took over London’s distinctive Roundhouse venue and asked Smyle to help stage and stream their inspirational content. 

  • The Challenge

    As Smyle was shooting all of the content to stream live and for a recorded version, we had to accommodate both physical and online audiences. For example, we had to make sure the people in the room clearly heard the audio throughout the event – not easy when multiple presenters were moving across multiple stages in the space. We also had to make sure the event’s projection beams created a dramatic effect without reflecting light into the audience’s eyes in this unique, round environment. 

    Smyle and the client collaborated to come up with bold creative ideas, to bring about a visually stimulating design, and to build with sustainability in mind – reusable materials with limited plastic waste. In 2019, for the first time at this event, we were able to install double-sided hollow gauze screens, which meant content could be seen from all viewing angles without feeling like a traditional screen set up. The overall effect was stunning. 

    In the evening, we reset the space to accomodate a larger invited audience to watch a live, magazine style TV show, featuring new products, demonstrations and discussions. This was broadcast to YouTube and Facebook Live and recorded for future online use.

  • The Results

    Smyle and the Ellen MacArthur Foundation have an excellent working relationship, collaborating well together to push creative boundaries. Smyle strives to be the world’s most sustainable agency, so couldn’t be prouder to have worked on this event aimed at making the world a better place for us all to live. The Summit was streamed to 10 countries worldwide with footage of the day receiving thousands of hits across YouTube, Instagram and Facebook.