Images - Live Event Edition

IMAGES LIVE EVENT EDITION ISSUE 13

WHO WE WORK WITH PAGE 3

Driving Innovation with Formula E

A WONDERFUL WORLD PAGE 20

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WINNING FORMULA FOR SILVERSTONE CIRCUIT HIGHLIGHTING THE CLIMATE CRISIS WITH A UNIQUE SPORTS BROADCAST SOLUTION

PAGE 12 PAGE 26

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ADI BRING NEW LED CONCEPTS TO LIFE FOR 2022 TOUR DE FRANCE PAGE 32

ADI DELIVER DAZZLING CEREMONY FOR NEW-LOOK UEFA WOMEN’S CHAMPIONS LEAGUE. PAGE 16

ADI CELEBRATE SPECTACULAR DELIVERY OF 2022 BIRMINGHAM COMMONWEALTH GAMES FESTIVAL SITES PAGE 36

WHO WE WORK WITH 4

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Driving Innovation with Formula E The Formula E World UNIQUE ACTIVATIONS AT THE Championship has brought HEART OF EVERY E-PRIX electric street racing to sprawling metropolitan cities and historic capitals across the world, and with it a truly unique and engaging fan experience.

Beyond the large LED viewing screens that are associated with a modern spectator experience, we support Formula E with the wider staging of their events and presentation.

Our market-exclusive solutions are increasingly at the centre of each E-Prix, and integral to the sports presentation and broadcast production.

From vast digital podium backdrops, interactive experiences and dynamic digital signage, through to services in video distribution,

Since 2015, ADI have become a vital partner for Formula E’s delivery of excitement and interaction across the purpose-built tracks, Allianz

content creation and play-out – we use our in-house skill-sets to bring added value to Formula E.

E-Villages and Boss Emotion Club, utilising our extensive creative and technical event solutions.

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FUTURE-PROOF CONCEPTS ADI are continually designing new concepts that help Formula E immerse their fans and amplify their partner brands. From LED podium steps, to towering totems in the Boss Emotion Club, and a fully digital finish line gantry; we’ve created unique LED concepts that offer visual impact but also valuable versatility for Formula E and its partner brands.

Thanks to the evolution of new modular LED hardware and software, and content creatives pushing the boundaries of these, digital canvases can be created in any size or shape and installed almost anywhere.

These

technologies,

coupled

with

higher

expectations from fans for a first-rate experience at live sports events, has encouraged brands, such as Formula E, to realise the benefits of creating an immersive experience for fans and audiences.

Engaging fans with quality content – from social media walls and interactive games, to ambient, atmospheric filmmaking – has become a necessary part of producing a successful event.

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TECHNICAL PRODUCTION SERVICES ON A GLOBAL SCALE ADI have become key event suppliers to Formula E wherever they appear in the world. We have the expertise in logistics and project management to support large-scale productions in Santiago and Saudi Arabia, or bustling cities such as Berlin, Paris, London, and Rome.

Our teams are specialists in live environments and rise to the challenge of the short timeframes for the build and completion of each E-Prix location.

ENDURING PARTNERSHIP The Formula E World Championship have the support of a technical event production partner who is at the forefront of immersive LED, digital brand content and cutting-edge presentation. ADI’s ability to support Formula E with new event production concepts and future fan engagement is helping the Championship stand-out in the world of live sport experience.

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LIKE US, ADI ARE A COMPANY THAT ARE CONTINUALLY PUSHING THE BOUNDARIES AND DRIVING INNOVATION” Formula E, Head of Broadcast

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NUMBER OF COUNTRIES VISITED:

16 118

ADI PERSONNEL ON-SITE EACH SEASON:

1

3

2

4

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SQ. METRES OF LED SUPPLIED EACH SEASON:

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FIBRE SUPPLIED EACH SEASON:

5

6

3,200+ 65+ km 7

SEASON 8 RACE LOCATIONS 1. MARRAKESH 2. BERLIN 3. DIRIYAH 4. ROME 5. LONDON 6. NEW YORK 7. SEOUL

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EXTREME E LAUNCHED INTO THE WORLD OF LIVE SPORT IN SPRING 2021 WITH A MISSION TO DRIVE CLIMATE CHANGE AWARENESS THROUGH MOTORSPORT.

Extreme E is different to the huge variety of motorsport events ADI supports each year. To minimise the carbon footprint at each race location, there are no fans or spectators en masse. Instead, Extreme E has been designed exclusively as a sports broadcast product for enjoyment by remote TV audiences, who can also watch exclusive content over live streams, Tik Tok and Instagram.

Famous drivers, including Nico Rosberg and Jenson Button, are involved in the Electric Odyssey – Season 2 features nine teams racing electric SUV’s off-road through remote parts of the globe, touched by the environmental crisis. The Gender equal format is also a stipulation of the championship to encourage gender equality and a level playing field – a world-first in motorsport.

The winning combination of high-octane racing, dramatic landscapes, famous drivers, and a sustainable agenda have won over huge legions of fans. The second Season has seen the global audience grow to 18.7 million viewers split across a phenomenal 180 countries.

CREATING A MUST WATCH OCCASION From the outset, Extreme E wanted to create a futuristic media product, and chose to take a highly creative approach to showcase each race for remote audiences – while also ensuring viewers were put at the heart of the action.

ADI were brought on board ahead of Season 1 to support Extreme E in achieving their goal, and a major part of ADI’s remit was designing the technical sports presentation and live production within the Command Centre.

INNOVATIVE COMMAND CENTRE While racing is the star of the show, a key part of the audience experience is the Command Centre; a futuristic broadcast studio and strategy space. Viewers are invited inside throughout each X Prix, with the broadcast cameras getting close to the drivers and teams as they discuss tactics, celebrate wins and commiserate setbacks during the race.

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Despite its temporary nature, the Command Centre has been designed to be innovative and engaging. To ramp up atmosphere and provide bold visual cues during live TV broadcasts, ADI integrated LED lighting fixtures and fine pitch LED inside the Command Centre, with a large arc-shaped desk clad in LED facing the broadcast cameras.

All audio, 4k video and lighting can be triggered by live action as it happens during the race, with a custom software platform used to run the show.

It was important for ADI to design a play-out system that was incredibly agile and flexible given its use for live sports broadcast. Media and AV assets are changeable at the click of a button, and easily operated by our team during live transmission, under the guidance of the Host Broadcast Director.

VIP SCREENING In addition to the Command Centre solution, ADI provide an outdoor modular screen for live race broadcast at the Explorer Lounge hospitality area. Featuring high resolution LED and supporting structure, the large display provides constant live coverage to the VIP’s and team members on-site.

ENHANCED SOLUTIONS For Extreme E’s second season, ADI are managing AV solutions across the whole event site, including the podium, media centre and team garages, which also feature in the X Prix broadcasts. ADI’s ownership of these elements brings streamlined technical production via a single provider, with greater consistency over staffing and operation.

ADI have used their expertise to help Extreme E launch and develop this ambitious and truly pioneering project, involved from the planning and design stages, through to on-site build and delivery.

The technical production and sports presentation successfully reflects the innovation Extreme E embodies, with ADI continually evolving the solution and hardware provision as the series grows and develops.

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SINCE EXTREME E IS HOSTED IN ULTRA-REMOTE LOCATIONS, THERE ARE NO SNAZZY BROADCAST STUDIOS OR TECHNICAL IT’S GREAT TO HAVE ADI’S SUPPORT IN PROVIDING THIS CONCEPT, AS WE DELIVER THIS PIONEERING PROJECT ACROSS THE MOST REMOTE PARTS OF THE WORLD. ADI BRINGS UNIQUE QUALITIES IN TECHNICAL INFRASTRUCTURE,

SPORTS

PRESENTATION

AND

OPERATIONAL DELIVERY, WHICH HELPS CREATE OUTSTANDING

PRODUCTION

VALUES

AT

THE

‘COMMAND CENTRE’, AND OUR LIVE BROADCAST OF EXTREME E.” Ali Russell, Chief Marketing Officer, Extreme E

INFRASTRUCTURE TO UTILISE. INSTEAD, EXTREME E IS ESSENTIALLY A STREAMLINED TOURING PRODUCTION THAT TRAVELS THE WORLD IN THE MOST SUSTAINABLE WAY. ELEMENTS LIKE THE COMMAND CENTRE AND PODIUM ARE SEMIPERMANENT SOLUTIONS, WHICH ARE BUILT AND DERIGGED BEFORE DEPLOYING TO THE NEXT X PRIX; BUT IT’S VITAL TO MAINTAIN THE CONSISTENCY OVER VISUAL AESTHETIC AND PRODUCTION VALUES WHEREVER YOU’RE BROADCASTING FROM. EXTREME E USE SOPHISTICATED REMOTE PRODUCTION AND BROADCAST SOLUTIONS THAT ARE RUN FROM THEIR LONDON STUDIOS, RATHER THAN CREATING A HUGE CARBON FOOTPRINT BY TRANSPORTING LARGE CREWS AND MASSES OF KIT TO FAR-FLUNG LOCATIONS.” Dave Crowther, Technical Consultant, ADI Live Division

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ADI DELIVER DAZZLING CEREMONY FOR NEW-LOOK UEFA WOMEN’S CHAMPIONS LEAGUE. ADI DELIVERED A VISUAL SPECTACULAR FOR THE OPENING CEREMONY OF THE UEFA WOMEN’S CHAMPIONS LEAGUE FINAL, HELD AT THE ALLIANZ STADIUM IN TURIN (21ST MAY 2022).

With a tournament revamp, and the launch of a bold new brand message - “There is only one Crown” - ADI were commissioned by UEFA to provide the design and production of the Opening Ceremony for the UWCL Final; ADI’s first ceremony project for a globally broadcast tournament.

From the conceptual stage, the Sports Presentation team in ADI’s Live Division worked with UEFA to evolve creative ideas into a spectacular pre-match show. The show itself featured over 100 volunteers, 32 dancers, SFX design, custom music composition and carefully co-ordinated digital content for the in-bowl stadium screens and perimieter signage - created by ADI’s in-house Studios team.

• SPORTS PRESENTATION DELIVERY OF OPENING CEREMONY FOR UEFA WOMEN’S CHAMPIONS LEAGUE FINAL 2022 • FULL PROJECT DELIVERY FROM INITIAL CONCEPTUALISATION THROUGH TO LIVE EVENT PERFORMANCE • INCORPORATING SYNCHRONISED PRODUCTION CONTENT PLAYING ACROSS STADIUM DIGITAL SCREENS AND SIGNAGE

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‘THERE IS ONLY ONE CROWN’ While celebrating the finalists – Olympique Lyonnais Féminin FC and Barcelona Femení – the ceremony also embodied the dynamic movement, ambition and passion of the players, culminating in a larger-than-life crown on the centre circle to reflect the UWCL’s new brand messaging and the prestige of the event.

RECORD SUCCESS After an entertaining final, Olympique Lyonnais Féminin secured the title with a 3 -1 win, bringing to a close the most successful UWCL tournament to date, which enjoyed record attendances and soaring broadcast audiences – with over 14 million viewers across 210 territories, and around 555,000 in-stadia spectators.

WITH THE RELAUNCH OF THE UEFA WOMEN’S CHAMPIONS LEAGUE AND AN EXCITING NEW BRAND IDENTITY, WE WANTED TO BRING IT TO LIFE ON THE PITCH FOR STADIUM AND TV AUDIENCES. OUR CONCEPT STRONGLY REFLECTED THE DYNAMISM OF THE PLAYERS, WHO ARE THE QUEENS OF THE GAME, BUT ULTIMATELY ONLY ONE TEAM CAN BE CROWNED,

PERIMETER SOLUTIONS FOR UEFA

ACHIEVING THE PINNACLE OF WOMEN’S EUROPEAN CLUB FOOTBALL. USING DANCERS, VOLUNTEERS AND PROPS WE CREATED A GLITTERING CROWN AT

As part of a separate contract, ADI managed the digital perimeter hardware

THE CENTRE OF THE PERFORMANCE, TYING THE

and operation across all the Finals, totalling 6 fixtures across iconic stadia

CEREMONY TO THE POWERFUL BRAND MESSAGING,

like the Emirates Stadium, Groupama Stadium and Spoitfy Camp Nou.

AND REINFORCING THE SENSE OF OCCASION WHERE ONE TEAM WOULD BECOME CHAMPIONS OF EUROPE.” Richard Hale, Sports Presentation Manager, ADI

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ADI’S CREATIVITY MATCHED THE ONSITE DELIVERY AND WAS IN LINE WITH THE MARKETING AND BRAND CAMPAIGNS

DONE

DURING

THE

SEASON, CONTRIBUTING TO BRAND AWARENESS.” UEFA CERE Team

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A WONDERFUL WORLD

WORLD GYMNASTICS CHAMPIONSHIPS IN LIVERPOOL HAILED GAME-CHANGING SUCCESS After nine action-packed days of competition, The World Gymnastics Championships Liverpool 2022 drew to a close with FIG President, Morinari Watanabe, hailing the 51st Championships as an event that ‘turned gymnastics from sports to entertainment’, and ‘the start of the new gymnastics scene.’

ADI were pivotal to this transformation, working with the Organising Committee to design and deliver innovative presentation solutions, dazzling LED displays, vibrant content and interactive elements across the Arena, Fan Zone and Athlete’s After Party.

The level of competition also reached new heights, with Great Britain’s men’s and women’s team’s claiming an impressive six medals between them and, in turn, surpassing their best-ever World’s medal haul.

“THE ORGANISING COMMITTEE HAS CREATED A WONDERFUL STAGE AND A WONDERFUL WORLDS. AS YOU KNOW, THE BEATLES CREATED A NEW MUSIC SCENE. LIVERPOOL WORLD CHAMPIONSHIPS TURNED GYMNASTICS FROM SPORTS TO ENTERTAINMENT THIS TIME. IT IS THE START OF THE NEW GYMNASTICS SCENE.” Morinari Watanabe, FIG President

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OPENING CEREMONY ADI managed the full production of the opening and daily ceremonies, from concept through to delivery. Up-and-coming Liverpool-based singer Pixey kicked off the Championships in style with an energetic performance that set the tone for the rest of the event. ADI delivered light shows through the WGC2022 Live app as part of the daily pre-competition show, which over 70,000 people engaged with. This helped generate a truly unique in-bowl atmosphere in the build up to the gymnast’s entering the competition floor.

“I KNEW IT WAS GOING TO BE SPECIAL, BUT THE RESULTS WE’VE SEEN, THE CROWDS, THE NOISE, THE PARTY ATMOSPHERE, WE REALLY HAVE HAD A SHOW HERE IN LIVERPOOL.” Beth Tweddle, MBE,

Ambassador for the World Gymnastics Championships

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COMPETITION During the competition schedule, ADI utilised over 750m2 of showpiece LED platforms that had been custom installed; these included a giant cubic LED screen to deliver live feeds, competition standings, official timings, event information and educational content – and incorporated the world’s first delivery of British Sign Language on screen for the duration of a sports competition.

A spectacular LED athlete’s entrance, digital signage on the judges’ tribunes and an additional super wide display broadcast carefully coordinated content that inspired and informed the audience, while helping transform the look and feel of the arena.

The LED and content provision were combined with engaging presenters to create a high-octane live spectator experience, and encourage crowd participation at key points in the competition schedule

FANZONE ADI activated a number of bespoke interactive experiences inside the official Fan Zone for visitors to enjoy. Across nine days, 2,500 people engaged with the interactive LED wall, which featured popular GB gymnasts Joe Fraser and Alice Kinsella, animated national flags and the sounds of LIMF musicians, which provided fun photo opportunities. A digital podium was also a popular spot for pictures, and multiplayer mobile gaming, delivered in partnership with video game experts Piing, was available for some light-hearted competition.

THE JOURNEY TO THE VENUE Outside of the venue, floor art and digital LED totems featuring Liverpool’s best up-and-coming musicians were in place to create a warm welcome for ticketholders on arrival, and further celebrate the region’s diverse range of talent. Mobile LED screens from ADI’s iCONIC fleet were also in position across the ACC Liverpool complex, where they broadcast sponsor videos, event branding and other colourful, engaging content.

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WINNING FORMULA FOR SILVERSTONE CIRCUIT THE 2022 FORMULA ONE BRITISH GRAND PRIX FEATURED A HUGE VENUEWIDE SOLUTION FROM ADI, WITH NEARLY 60 GIANT SCREENS AND DIGITAL SIGNS ACROSS THE SITE TO ENTERTAIN AND INFORM THE VAST CROWD OF OVER 400,000 FANS.

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The fully project-managed solution also included creation and management of bespoke content, and also the provision of a fibre content distribution network to deliver high quality content to every screen across the circuit.

This event is part of a broader long term contract that ADI have with Silverstone, which sees us provide screens and content delivery for their full calendar of events throughout the year.

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VITAL EVENT PARTNER Silverstone chose ADI as official provider in 2015, with the famous Circuit looking to upgrade their event LED provision and supporting infrastructure and transform the fan experience for the future.

We provide Silverstone Circuit with an unrivalled range of event LED solutions, which are under-pinned by exceptional project management and technical delivery. Screens for image magnification, real-time data, interactivity, and wayfinding are vital elements to the spectator journey, and in providing effective promotional platforms for event partners.

The sheer size and scale of our mobile LED screen fleet – not to mention our stock of modular products – provides Silverstone with consistency across quality, design and operation, not to mention enhanced contingency.

LARGEST NUMBER OF SCREENS AT A UK LIVE EVENT For the 2022 British Grand Prix, ADI deployed 59 large-format LED screens and over 10 kilometres of HD signal distribution cables into Silverstone over a fortnight prior to the race weekend, which took significant planning, and a highly experienced team.

The Formula One race weekend is a festival in its own right – a full schedule of on-track action is only part of the fun and is augmented by all sorts of activities and fan zones across the giant site. We provided a range of screen solutions suited to the different spaces.

Our smaller iCONIC 12, 15 and 25 screens, were deployed mainly in hospitality areas across the site, providing all the racing action to those away from the track and up-to-date event infotainment and brand activation. Meanwhile, the massive i60, i100 and super-wide i120 screens

ADI’S INNOVATIVE ICONIC H HOSPITALITY UNIT WAS USED AS THE CENTRAL COMMAND CENTRE FOR SILVERSTONE’S OWN ON-SITE RADIO STATION.

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were situated trackside, hyping up the vast crowds with close-up racing drama – and creating the perfect canvas for brands in between races.

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CUSTOM MODULAR LED CREATIONS In addition to the fleet of iCONIC mobile LED screens, there were also more than 20 high resolution modular LED screens and structures built on site. Some of these were flown from the front of the Silverstone Wing down the Hangar straight, and other structures were built in multiple hospitality and Fan zone areas, including the main Fan Zone Stage.

New for Silverstone this year, were several 4-sided modular LED totem structures. These were installed for wayfinding and infotainment near the entry points to the site, assisting the Silverstone team with crowd management, while also enhancing the race day experience for ticket-holders. The totems were a huge hit with F1 fans, who were queuing up to get photos taken with their favourite drivers being shown on screen, as part of the wide variety of digital content created by ADI.

CONTENT TO KEEP FANS INFORMED AND ENGAGED ADI have evolved the range of services delivered to some of the world’s most prestigious motorsport events, and F1 is no exception. We not only provide LED screen hardware and technical infrastructure, but unique sports presentation solutions and creative content-driven experiences.

ADI managed and operated a site-wide content distribution network, controlling live communications and delivering vital race-day information across a range of LED screens around Silverstone Circuit. This solution allowed our technicians to display content created on-the-fly to suit any changing situations on site. They also notified fans on stand capacity, gate closures and direction of traffic. Our Studios Division also pre-created pieces of content to be used throughout the day, such as timetables, wayfinding information and dynamic driver profiles for to suit the different sized LED screens.

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THIS WAS OUR 8TH YEAR AT SILVERSTONE AND THE LARGEST DEPLOYMENT OF ADI SOLUTIONS BY A STRETCH, WITH NEW SCREEN POSITIONS IN HOSPITALITY LOUNGES AND FACING ONTO GRANDSTANDS, ALONGSIDE TOTEM-STYLE WAYFINDING SOLUTIONS TO ACCOMMODATE THE RECORD CROWDS. THIS YEAR, DUE TO TIME-PRESSURES ON SITE, WE PUT 38 MOBILE LED SCREENS INTO POSITION OVER TWO DAYS – A NEW RECORD FOR US. OUR TEAM WERE QUITE SIMPLY EXCEPTIONAL, BRINGING THEIR EXPERTISE AND PASSION TO ONE OF THE MOST PRESTIGIOUS MOTORSPORT EVENTS IN THE WORLD, AND SUPPORTING THE SILVERSTONE TEAM IN MAKING IT BIGGER AND BETTER THAN EVER.” Nick Robinson, CEO, ADI LIVE

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EUROPEAN GRAND PRIX ADI have also supplied European F1 circuits over the last few years in Austria, Belgium, Germany, Italy, Spain and France with our mobile and modular LED display solutions, alongside connectivity, branding

ITALIAN GRAND PRIX

and event production services.

BELGIAN GRAND PRIX

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AUSTRIAN GRAND PRIX

ADI CONTINUE TO IMPRESS US WITH THEIR ABILITY TO SUPPORT SILVERSTONE CIRCUIT IN GROWING AND EVOLVING THE F1 EXPERIENCE FOR OUR FANS. THE DEMAND FOR TICKETS THIS YEAR’S RACE WEEKEND WAS UNPRECEDENTED, AND ADI WERE ABLE TO DEPLOY A RECORD SOLUTION THAT CATERED FOR THE MOST SPECTATORS WE’VE EVER WELCOMED. IT WAS MORE THAN JUST DELIVERING ADDITIONAL BIG SCREENS BY GRANDSTANDS, HOSPITALITY AND TRACK-SIDE LOCATIONS, THE TEAM CREATED SLEEK LED TOTEM STRUCTURES FOR WAYFINDING AND INFOTAINMENT, WITH CONNECTIVITY AND CONTENT AS PART OF THE SOLUTION. OVER AND ABOVE THE LOGISTICS AND TECHNICAL INFRASTRUCTURE FOR THE SITE, WHICH ARE TRICKY IN THEMSELVES, ADI UNDERSTAND THE WIDER EXPERIENCE, THE JOURNEY AND THE ACTIVATIONS WE WANT TO DELIVER, AND HELP US ACHIEVE THEM TO A SPECTACULAR STANDARD.” Alex Lacey, Operations Director, Silverstone Circuit

BELGIAN GRAND PRIX

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ADI BRING NEW LED CONCEPTS TO LIFE FOR 2 TOUR DE FRAN

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W S 2022 NCE

ADI DESIGNED AND BUILT BESPOKE DIGITAL VISUAL SOLUTIONS FOR THE WORLD’S BIGGEST CYCLING RACE

NEW START RAMP CREATES INCREASED IMPACT FOR LE GRAND DÉPART MOBILE STAGE SCREEN DESIGNED SPECIFICALLY TO BE EASILY DEPLOYED AT FAN PARK AT EACH STAGE FINISH PART OF A WIDER SOLUTION THAT ADI PROVIDE TO AMAURY SPORT ORGANISATION AS LONG TERM PROVIDERS TO THE TOUR DE FRANCE

The 2022 edition of the world’s most famous tour kicked-off in Copenhagen with a truly unique Grand Départ, and the debut of some innovative LED display solutions.

A dazzling LED Départ Ramp and mobile Stage Screen were new additions to Le Tour, both produced by ADI through a custom design and build process. These bespoke digital assets were integral to the event staging; with the Départ Ramp a central focus of the Stage 1 Time Trial, and the mobile Stage Screen helping entertain spectators at the Fan Village, which travelled to every stage of the Tour.

TECHNICAL TOURING PARTNER

FROM CONCEPT TO REALITY

ASO tasked ADI with conceptualising two new solutions – and bringing

Taking the title of biggest international sporting event - with more live spectators than the Olympics or World Cup - Le Tour demands exceptional production partners who can bring the best and most innovative event solutions to the table.

–

and

this

world-famous

event

as

a

technical

event provider, deploying an increasing number of high-impact LED

screen

them to life for the start of the 2022 Tour. From initial ideas and discussions with the client, detailed briefs and requirements were defined for both the Départ Ramp and mobile Stage Screen unit.

A key part of the process – and of huge value to our clients – is ADI’s

Since 2018, ADI have supported the organiser – Amaury Sport Organisation

THE 2022 EDITION OF THE WORLD’S MOST FAMOUS TOUR KICKED-OFF IN COPENHAGEN WITH A TRULY UNIQUE GRAND DÉPART, AND THE DEBUT OF SOME INNOVATIVE LED DISPLAY SOLUTIONS.

solutions,

production

services

and

skilled

staff.

ability to design engineer and visualise bespoke solutions. Our technical, commercial and creative teams collaborated in the projects, producing 3D video renders that helped to shape and evolve the concepts, and get the solutions to the stage of client sign-off, before manufacture and production processes could begin.

We’ve also come to understand ASO’s ambitions and vision for Le Tour, and can offer the expertise of our in-house R&D specialists to devise solutions that help evolve the fan experience, brand activation and technical event production.

WE WERE EXCITED TO WORK WITH ASO IN DEVELOPING NEW LED ASSETS THAT WERE FRONT AND CENTRE OF LE TOUR. AS AN ESTABLISHED CLIENT, ASO CAN UTILISE THE IN-HOUSE SKILLS AND RESOURCE WE HAVE FOR DEVELOPING COMPLETELY CUSTOMISED, INNOVATIVE PRODUCTS, AND ENJOY THE ADDED BENEFIT THAT OUR TEAM WILL ALSO MANUFACTURE, DELIVER AND DEPLOY THESE SOLUTIONS FOR THEM SUCCESSFULLY ACROSS THEIR EVENT.” Thomas Taylor, Head of Sales, ADI’s Live Division WWW.ADI.TV

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THE DÉPART RAMP: ENHANCED ATHLETE ENTRANCE AND BRAND ACTIVATION

Stage 1 of the Tour was a 13km individual time trial around central Copenhagen, with a fierce battle to win the very first yellow jersey. With a long-list of 176 riders starting the Tour, the Départ Ramp is a crucial element of the event and broadcast production, creating a visual spectacle for every athlete’s entrance.

ASO worked with ADI to design a ramp solution that was larger and more impactful than previous iterations. The architectural-style temporary structure was designed with ramps front and back to suit its functional requirements, and offered ample canvases for branding. The front camera-facing side was clad in high-resolution 3mm modular LED product, with more digital signage integration than previous solutions.

LED GANTRY

Before each rider rolled down the start ramp to race against the clock - and be met by huge, enthusiastic crowds – their name, head-shot and number were broadcast on the LED displays, before individual countdowns to enhance the atmosphere and build anticipation.

Another key function of the Départ Ramp is to activate headline partners in front of international broadcast audiences, which can total billions of avid TV viewers. Digital branding and video were displayed across the LED frontage of the ramp structure, delivering TV exposure and coverage for Tissot and City of Copenhagen, amongst other global partners.

STAGE SCREEN CONTAINER: HELPING ENTERTAIN FANS ACROSS THE TOUR

While world-class racing across perilous landscapes draws huge crowds of spectators, Le Tour is also about live entertainment and fun. At each stage and location stop, the Tour brings its fully featured Fan Village, with live music and performance, sponsor activations and interactive experiences.

Key requirements for this live event zone are large-format LED screens and staging solutions, but these need to be quick and easy to deploy, and able to travel across all 21 Stages around Europe. With our expertise in mobile LED screen design and build – and leading the market with the world’s largest fleet – we were asked by ASO to manufacture a unit completely bespoke to their needs.

ADI’s in-house technical teams designed a mobile screen featuring a 20sqm LED display and 29sqm stage, that are both integrated within a secure container-style unit. This meant that the client didn’t need to worry about procuring and transporting these elements separately, bringing enhanced simplicity to their touring production. The build and de-rig of the stage screen was also quick, which was hugely beneficial on a busy event site that travels across so many locations.

Fully branded and vinyl-wrapped for the occasion, the new Stage Screen unit has been successfully deployed across all 3,328 kilometres of 2022’s Tour, bringing a new live entertainment platform to the travelling Fan

STAGE SCREEN CONTAINER 34

Village, and hosting performers, dance troupes, presenters and athletes for the enjoyment of the event’s spectators and local audiences.

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THE WIDER SOLUTION FROM ADI

ADI’s involvement in the Tour de France has evolved significantly over several years; not only in the delivery of an increasing number of LED screens & signage, video distribution and staff, but in introducing custom, cuttingedge solutions that enhance the live experience and activations at this world-famous sports event.

Beyond the new LED assets, Le Tour utilises some of ADI’s most unique mobile LED screens, including the dual-sided iCONIC 15 in the Fan Village, the iCONIC 40C for continuous live race coverage, and a collection of seven additional iCONIC screens for the Finale on the Champs Élysées in Paris.

ADI’s mobile screen solutions are complimented by extensive modular LED provision, with digital signage and high-res screens that are integrated into event infrastructure, including start and finish gantries, and podium units.

All display hardware is supported by a skilled and agile team of 12 ADI staff that travel on every stage of Le Tour. They assist with video distribution, connectivity and content play-out; seamlessly working alongside the client and other event delivery partners in the tight logistical schedule of the world’s most famous tour.

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ADI provided complete Live Site transformation and management from concept to reality.

Event presentation, creative content, audio, lighting, SFX, interactive gaming and full project management delivered.

Over 650m2 of LED technology deployed across 11 locations.

Over 75 members of ADI staff on site during the Games.

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ADI CELEBRATE SPECTACULAR DELIVERY OF 2022 BIRMINGHAM COMMONWEALTH GAMES FESTIVAL SITES

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FOR THE 2022 BIRMINGHAM COMMONWEALTH GAMES, ADI TRANSFORMED MULTIPLE LARGE CAPACITY VENUES AND CIVIC AND COMMUNITY GREEN SPACES INTO ACCESSIBLE HUBS FOR CULTURAL PLACEMAKING AND COLLECTIVE CELEBRATION DURING THE GAMES. ADI worked closely with the Birmingham Commonwealth Games committee to help deliver an unforgettable 11 days of sport and culture, from the initial conceptualisation and design of each live site location through to the installation, production and site management aspects.

VICTORIA SQUARE, CHAMBERLAIN SQUARE AND CENTENARY SQUARE

SMITHFIELD

civic squares, Victoria, Chamberlain and Centenary, quickly became

Tasked with uniting culture and sport, ADI created a community hub

the beating heart of the city centre. Huge crowds gathered to watch

with a bespoke three-sided 210m² LED screen and stage structure that

the sporting action on the giant LED screen, while the sounds of over

played host to an array of digital commissions from across the region.

150 local musicians poured into the surrounding streets from the

ADI conceptualised, designed and installed the showpiece ‘Beacon

performance stage in Victoria Square.

Stage’, which provided a focal point for entertainment and celebration

The Smithfield Festival Site sat at the core of a vibrant, open space, with the Commonwealth Games’ beach volleyball and basketball 3×3 competitions taking place around it.

Over the course of the Games, a trio of Birmingham’s most popular

throughout the Games, including a variety of interactive multiplayer In transforming the iconic spaces into an environment that aptly

games powered by Piing.

celebrated Birmingham’s diverse culture and breadth of artistic talent, ADI designed and managed content for 106m² of LED and performance

ADI’s experienced production team then managed the video, audio,

on the bespoke stage design that perfectly framed the city’s famous

lighting and SFX for not only the key live Sporting moments, but all the

‘Floozie in the Jacuzzi’ sculpture. This included an LED totem and

on-stage performances.

multifunctional gantry, the latter of which was used to welcome and inform spectators through creative content, as well as stage the finishing line of the Marathon events.

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NEIGHBOURHOOD SITES

QUEEN’S BATON RELAY

teams worked collaboratively to bring colour and vibrancy to seven

journey across the Commonwealth, with The Queen’s Baton visiting all

different Neighbourhood Festival Sites.

72 nations and territories.

A mobile LED screen provided a free live broadcast of the sporting action

The tour got underway back in October 2021 when Her Majesty The

for visitors to enjoy, including the opening and closing ceremonies;

Queen placed her Message to the Commonwealth into the Baton.

Created with local communities in mind, ADI’s technical and production

Birmingham staged the 16th official Queen’s Baton Relay – an epic

Midland-based food vendors offered a diverse range of cultural cuisine, while artists and performers took to the stage to bring those that live in

Travelling from Buckingham Palace to Birmingham’s Victoria Square, ADI

the locality together.

moved from site to site with an iCONIC 15 mobile LED screen. At each location, audio, playout and content was created and managed by the

The programme at each site reflected a different element of the Games,

talented production team.

from the ‘warm-up’ in Castle Vale, to the notions of speed and boundaries in Sparkhill. The theme for Edgbaston was water, whilst Yardley focused on our ability to play.

Although each site was custom designed for its surrounding community, there was a running theme of art and cultural events which complimented the digital assets and sports activities.

QUEEN ELIZABETH OLYMPIC PARK – LONDON To celebrate 10 years since London hosted the Olympic and Paralympic Games, and to encourage people to get behind the 2022 Commonwealth Games, East London’s Queen Elizabeth Olympic Park was transformed into a fun-filled festival site.

ADI supplied the park with an iCONIC 40c LED screen – with audio and content playout included – to broadcast a live feed of the sporting action for the entirety of the Games. This proved to be a popular feature, where art, live music, food vendors and sports activities created a family-friendly atmosphere.

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IMAGES ‘SPORT EDITION’

WE ARE DELIGHTED TO HAVE BEEN ABLE TO SHOWCASE BIRMINGHAM’S WIDE ARRAY OF LOCAL TALENT AND CREATE ENGAGEMENT BY TRANSFORMING NUMEROUS CITY CENTRE LOCATIONS INTO UNIQUE SPACES. TO SEE OUR CONCEPTS AND IDEAS EVOLVE INTO REALITY HAS BEEN A REWARDING EXPERIENCE FOR ALL AT ADI. THIS BESPOKE LEVEL OF LIVE SITE EVENT DELIVERY HAS BEEN THE FIRST OF ITS KIND AND HAS NEVER BEEN DONE BEFORE BY THE COMMONWEALTH OR OLYMPICS. THE SUCCESS OF THE FESTIVAL SITES PROVE THAT SPECTATORS DO NOT JUST COME TOGETHER FOR THE SPORTING ACTION, BUT FOR THE CULTURAL AND COMMUNITY ELEMENTS WHICH WE PROVIDED THROUGH ENGAGING LED AND AV SOLUTIONS.” Thomas Taylor, Head of Sales, ADI’s Live Division

LIVE PERFORMANCES DELIVERED 324 FOOTFALL ACROSS ALL FESTIVAL SITES 1.7 MILLION

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ADI STAFF ONSITE 75 HOURS OF CONTENT CREATED 540

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WE MAKE

AMAZING HAPPEN

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