"Not been to a talk like it”

A 200km expedition built on the architecture of shared vulnerability.

Mission: Work Club needed to showcase the calibre of its creative-class membership to prospective members. The challenge was to create a networking format that felt as premium and curated as the physical space itself.

Design: I created ‘FEAR’, a mini-expedition that combined 200km of travel with a singular, 8-hour conversation. The architecture used ‘shared vulnerability’ as the unifying topic, allowing 20 high-level professionals to connect through a topic that unifies the human experience.

Impact: Resulted in a 50 % conversion of attendees signing up to s p a c e in Byron Bay.