“Best team event I’ve been to in 15 years”

Replacing the corporate induction with a protagonist-led theatrical immersion.

Mission: Faced with the challenge of a rapidly expanding, distributed workforce, Thinkerbell needed to rapidly embed a new cohort of staff into the agency's rebellious ‘Measured Magic’ ethos. The high-stakes problem was ensuring cultural cohesion and shared identity during a period of hyper-growth.

Design: I engineered ‘Hotel Belle’, a high-concept brand takeover that replaced traditional onboarding with an immersive, protagonist-led narrative. We utilised a mysterious ‘Hotelier’ character to guide guests through a twisted theatrical adventure, using the physical environment to ‘distract’ the team into immediate, vulnerability-led collaboration.

Impact: Successfully unified the national team under a singular mission, resulting in an increase in internal cultural interaction between teams. The project became a cornerstone of internal brand culture, repeated in late 2025.