Max SteventonExperiential agency Identity produced and delivered London’s New Year’s Eve firework display involving more than 12,000 fireworks and 430 lights.
Commissioned by the Greater London Authority, the firework spectacle was Europe’s largest. It featured Hologauze digital projections, delivered by Pixel Artwork, with the fireworks by Titanium and the music provided by On the Sly. The soundtrack included music from RAYE, Ed Sheeran, Coldplay and Sabrina Carpenter, among others.
The fireworks were shown live on BBC One and also streamed on BBC iPlayer to an audience of over 10 million. The display itself was attended by around 100,000 people.
Identity said the event involved 75 specialist technicians, the rigging of 30 tonnes of equipment, and 15km of cable. Creative director Dan Colborne said, “This year’s creative was about using scale, symbolism and perspective to turn hope into something you could literally see unfolding in the sky.
“By pushing the frame of the London Eye and layering meaning through imagery, we created a shared visual narrative that reminded people not just where we’ve been, but what we can move towards together. Pixel Artworks were instrumental in bringing that story to life, translating the creative ambition into a striking visual experience that resonated on a global stage.”
“From the creative direction to the complex engineering, our team once again demonstrated world-class expertise,” said Identity group CEO Michael Gietzen. “Thank you to everyone at Identity, our partners, and the GLA for their trust and collaboration. This is London at its best and we’re proud to play our part.”