The Big Game
PROJECT: UK Customer and Sales Event
ROLE: Creative Director & Designer
RESULT: High-performing, multi-format content library,
increased engagement across social, brand awareness.
Overview
The Big Game began in 2024 as a UK-led growth initiative—part industry event, part brand introduction. Designed to bring together prospects, customers, and thought leaders, it blended keynote content with networking to position Centrical within the conversation.
Its success created an opportunity for scale.
In 2025, the goal expanded beyond contact centers to a broader frontline audience, transforming the event into a larger platform for brand building, product storytelling, and pipeline generation.
The Challenge
Evolving the event from a single moment into a content engine, something that extended beyond the room. Instead of producing a one-day experience, we needed to capture ideas, perspectives, and conversations in a way that could live on across channels.
At the same time, the event needed a stronger identity, something recognizable, ownable, and flexible enough to grow with the brand.
Execution added another layer of complexity. Leading creative remotely from New York, collaborating closely with the London-based sales team, and ensuring on-the-ground delivery matched the vision.
The Approach
I approached the event as both an experience and a content platform.
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Designing for capture, not just attendance:
Built the event with content in mind from the start, identifying moments worth documenting and shaping formats that would translate beyond the live setting. -
Video as the core medium:
Prioritized video for its ability to engage, convert, and scale. Partnered with a UK-based production team to create a multi-format content strategy: -
Creative direction on-site:
Being physically present allowed for real-time direction—shaping tone, guiding interviews, and ensuring the content felt natural, dynamic, and human. It also helped create a relaxed environment, encouraging stronger participation and more authentic responses. -
Building a repeatable system:
Ensured all outputs were designed for reuse, across social, web, sales enablement, and paid channels. Turning the event into a scalable content library rather than a one-off production.
The Outcome
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A high-performing content library spanning thought leadership, social-first video, and campaign assets
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Increased post-event engagement through video-driven storytelling across channels
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Stronger brand recognition and consistency, with a more defined and ownable event identity
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Expanded reach beyond attendees, turning a single-day event into an ongoing growth driver
