GAMES
BRIEF
With 30+ years of expertise in creating unforgettable nights, Ministry of Sound wanted to channel that same energy into the world of fitness. The vision was to build a new kind of fitness event. One that felt more like a festival than a workout, merging high-intensity training with club-level production, DJs, and an after-party to match.
APPROACH & CREATIVE DIRECTION
The goal was to create a brand that was as bold and electric as the experience itself. The aim was to reimagine what fitness could feel like - high-energy, social, and fuelled by music. Conceptually, it was about fusing two worlds, fitness and nightlife, into one seamless, sensory-driven experience. Naming the event Ministry of Sound Games gave it a competitive edge while staying true to the brand’s heritage of movement, music, and culture.
EXECUTION & OUTCOME
From concept through to execution, I led the creative direction end to end. This included naming the event, building the brand identity, designing touchpoints from merchandise to in-venue graphics, and shaping a colourful, high-energy visual language. I directed content production across campaigns and live events, briefing editors, commissioning shoots, and highlighting both our coaches and DJs as cultural anchors of the brand.
The result was Ministry of Sound Games: a fitness event that looked, felt, and sounded like a night out, designed to attract both fitness lovers and first-timers. By merging sweat with spectacle, the brand carved out a new cultural space where music, fitness, and lifestyle collide.
← PROJECTS