During the pandemic we had to rethink how to deliver the AIM Awards and quickly realised that a digital show could amplify the brand far more that the usual VIP dinner. Creating a virtual ceremony with live streamed awards, user-generated acceptance speeches, and music performances captured at a digital studio. Cutting edge tech including XR (extended reality) brought our virtual red carpet and live performances by Little Simz and AJ Tracey vividly to life. Broadcast on SBTV and through the Gig Rev app, the AIM Awards’ audience expanded from a few hundred VIPs to thousands of UK music fans. Creating the event identity along with the brand guidelines and social templates for the year, it then led the creative for the whole show and social media campaign.The result was the most high-profile AIM Awards to date.