Images Magazine - Live Event Edition 2023

LIVE EVENT EDITION ISSUE 14

WHO WE WORK WITH

ADI LIVE BEHIND THE SCENES

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SPORTS PRESENTATION FOR THE BIGGEST CYCLING EVENT, EVER!

A WONDERFUL WORLD

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DRIVING INNOVATION WITH FORMULA E

RECORD DELIVERY FOR F1 BRITISH GRAND PRIX AT SILVERSTONE

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HIGHLIGHTING THE CLIMATE CRISIS WITH A UNIQUE SPORTS BROADCAST SOLUTION

ADI BRING NEW LED CONCEPTS TO LIFE FOR TOUR DE FRANCE

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

ADI CELEBRATE SPECTACULAR DELIVERY OF 2022 BIRMINGHAM COMMONWEALTH GAMES FESTIVAL SITES

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WHO WE WORK WITH 4

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SPORTS PRESENTATION FOR THE BIGGEST CYCLING EVENT, EVER! UCI PRESIDENT, DAVID LAPPARTIENT PUT IT BEST WHEN HE COMMENTED THAT “BRINGING TOGETHER 13 UCI WORLD CHAMPIONSHIPS, INCLUDING THOSE FOR OUR FIVE OLYMPIC DISCIPLINES, IN A SINGLE EVENT, IS AN ACHIEVEMENT LIKE NO OTHER.”

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For the first time ever all UCI World Championships – covering everything from BMX Freestyle to ParaCycling Track – were combined into one mega event, uniting the cycling family in celebrating the Power of the Bike in Glasgow and across Scotland.

ADI reflect on an incredible 11 days of live sport and cultural entertainment programmes, where our skilled teams helped transform and activate all indoor and outdoor venues including Glasgow Green, George Square and the Emirates Arena.

ADI were commissioned by Glasgow Life to deliver exhilarating event presentation

SCAN THE QR CODE BELOW, TO WATCH OUR YOUTUBE VIDEO

that included Opening, Closing and Medal Ceremonies, creative content, interactivity, music curation, venue AV design and custom LED screen concepts, to ensure incredible spectator experiences, iconic broadcast moments and an uplifting atmosphere for the athletes. Here are the impressive stats on our delivery: • Full Sports Presentation delivery across 5 VENUES •B espoke VIDEO, LIGHTING, AUDIO and SFX DESIGN AND MANAGEMENT • OVER 100 Medal Ceremonies produced by the Ceremonies Team •C reation of MORE THAN 450 HOURS of live content for site wide distribution •M ORE THAN 2000SQM OF LED screens and digital signage deployed across event venues •O VER 100 ADI STAFF working across 14 LOCATIONS – Producers, Show Callers, Commentators, In Vision Presenters, Technical Project Managers, Floor Managers, Medal Ceremony Managers, Camera Operators, Audio Engineers, Lighting Operators, Video Editors, Graphics Operators and many more!

• Curation of over 120 MUSIC PLAYLISTS •M ore than 150 INTERACTIVE GAMING AND BESPOKE QUIZ SESSIONS, plus fan giveaways

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SPECTACULAR CEREMONIES

The UCI Cycling World Championships 2023 kicked off with a vibrant Opening Ceremony in George Square. Sport and Scottish culture were combined with UCI protocol and a people’s peloton, with a special headline performance by KT Tunstall as the official opener, complimented by an

Medal Ceremonies were another element within ADI’s remit, with over 100 of them produced by a dedicated Ceremonies Team. In addition to coordinating the medals themselves, ADI delivered custom play-lists, lighting, cameras, digital flag protocol and volunteer coordination for seamless ceremonies across 5 venues.

explosion of UCI coloured confetti and streamers from the main stage.

Hundreds of local artists, performers, musicians and volunteers were also part of the programme, with ADI managing and directing the show production, as well as supplying the large modular LED screens and audio and lighting that stayed in George Square for the duration of the Championships. LED screens and signage were brought to life through specially produced video edits and digital assets from our Editors.

Spectators were engaged by emotive, energetic and atmospheric content to suit the event presentation and live sport scheduling over the 11 days.

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EXCITING ENHANCEMENTS TO SPORTS PRESENTATION

ADI wanted to both up-lift and bring continuity to the event presentation across all 13 UCI World Championships, which we were able to achieve through our role as a centralised event delivery partner - working with Glasgow Life, Warner Brothers Discovery and Penine Events amongst others - and also our extensive experience of elite cycling events.

The ADI team designed new concepts for specific disciplines, doing things a little differently to previous UCI World Championships; for example, we brought George Square to life by getting spectators to request up-beat music tracks for the last lap of the Elite Road races, which hyped the crowds that lined the roads, as well as the athletes competing.

We also introduced mass audience mobile gaming to bring an interactive

“ADI WERE A VITAL PART OF OUR SUCCESSFUL DELIVERY OF THE 2023 UCI CYCLING WORLD CHAMPIONSHIPS AND HELPED US TAKE THE SPORT TO NEW HEIGHTS. THIS INAUGURAL EVENT ALLOWED US TO SET A PRECEDENT FOR ALL FUTURE EDITIONS, AND WITH ADI’S HELP WE ACHIEVED HIGHENERGY, ENGAGING VENUE EXPERIENCES AND INCREDIBLE BROADCAST MOMENTS, ENJOYED BY RECORD SPECTATORS AND REMOTE AUDIENCES WORLDWIDE” Lauren McKenna, Event Manager (Sports Presentation and Cultural Programme) - 2023 UCI Cycling World Championships

element across all sites. Fast and fun cycling races and custom quizzes were hosted by our presentation teams and shown on the large venue LED screens ADI supplied, with countless giveaways for lucky winners.

Our sports presentation delivery across George Square, Knightswood BMX Centre, Glasgow Green, the Sir Chris Hoy Velodrome and Emirates Arena encompassed all elements of video, audio, lighting and cameras, alongside creative content and live programming. Engaging presenters and commentators were chosen by ADI to lead spectators through their live experience, and importantly our event presentation programmes seamlessly blended live sport, entertainment and cultural segments for the enjoyment of venue audiences – of which there were an estimated 1 million in attendance!

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DRIVING INNOVATION WITH The FIA Formula E World Championship has brought electric street racing to sprawling metropolitan cities and historic capitals across the world, and with it a truly unique and engaging fan experience.

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Since 2015, ADI have become a vital partner for Formula E’s delivery of excitement and interaction across the purpose-built tracks, Allianz E-Villages and Boss Emotion Club, utilising our extensive creative and technical event solutions.

UNIQUE ACTIVATIONS AT THE HEART OF EVERY E-PRIX 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, technical production, content creation and play-out – we use our in-house skill-sets to bring added value to Formula E.

FUTURE-PROOF CONCEPTS ADI are continually designing new concepts that help Formula E immerse their fans and amplify their partner brands. From the world’s first digital pit lane, to towering totems in the Boss Emotion Club, we’ve created unique LED concepts that offer visual impact but also valuable versatility for Formula E and its partner brands.

For Season 9 ADI also took ownership of the Sports Presentation technical infrastructure, sitewide creative content and innovative fan technologies accross every race in the calendar.

What was a complex production process has become a streamlined event presentation, designed and managed by a single team.

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SPORTS PRESENTATION & 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 technical presentation, logistics and project management to support large-scale productions in Sãu Paulo and Saudi Arabia, or bustling cities such as Berlin, 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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IT’S FANTASTIC TO LOOK BACK AND SEE HOW ADI HAVE GROWN WITH FORMULA E SINCE THE 2015 E-PRIX IN BATTERSEA PARK. THEY’VE BEEN ON THE JOURNEY WITH US, AND BOTH PARTIES HAVE CONTINUED PUSHING BOUNDARIES AND BROUGHT PLENTY OF INNOVATION TO THE TABLE. ADI’S FORWARD-THINKING AND AGILE TEAM NOW PLAY A MAJOR PART IN OUR PRESENTATION AND TECHNICAL PRODUCTION WORLDWIDE, AND SUPPORT US IN CREATING ONE OF THE BEST LIVE EXPERIENCES IN GLOBAL SPECTATOR SPORT.” Rich Baker, Senior Broadcast Manager, Formula E

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16 RACES

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WORLD CITIES

WORLD’S FIRST DIGITAL PIT LANE – DIRIYAH

1

3

2

4

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211 ADI

PERSONNEL

200+KM OF FIBRE 7,500+ M

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OF LED DISPLAYS

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SCAN THE QR CODE BELOW, TO TO WATCH THE SEASON 9 LONDON HIGHLIGHTS

SEASON 9 HIGHLIGHTS 1. DIRIYAH 2. ROME 3. LONDON 4. BERLIN 5. SAO PAULO WWW.ADI.TV

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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.

Electric SUV’s race 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 equality and a level playing field – a worldfirst in motorsport.

OVER

135 MILLION TV VIEWERS

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 saw the global audience grow to over 130 million viewers split across a phenomenal 200 territories and Season 3

OVER

90 BROADCASTERS

ACROSS 200 TERRITORIES WORLDWIDE

is proving just as popular .

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 Vodafone Business Command Centre.

VODAFONE BUSINESS 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.

DIGIBOARD ADDITIONS For the Hydro X Prix in Dumfries and Galloway we supplied a custom digiBOARD solution for the Vodafone Business Command Centre.

40 linear metres of high-resolution LED were used to deliver live race updates to on-site spectators and remote audiences, and also offered an improved canvas for race sponsor Vodafone Business and other partners to activate their brands.

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VIP SCREENINGS In addition to the Command Centre solution, ADI provide plasma screens, audio and outdoor modular LED screens for live race broadcast at the Explorer Lounge hospitality area. Featuring high resolution LED and supporting structures, the large external displays provide constant live coverage to the VIP’s and team members on-site.

ENHANCED SOLUTIONS 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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WE ALWAYS TRY AND PUSH THE BOUNDARIES AT EXTREME E, AND THAT’S ONE OF THE REASONS WHY I WANTED TO INVOLVE ADI AS I KNOW HOW PRO-ACTIVE THEY ARE AT LOOKING AT SOLUTIONS FOR TECHNICAL PROBLEMS. THEY’RE VERY PROFESSIONAL, THEY HAVE THE RIGHT ATTITUDE, NOTHING IS AN ISSUE FOR THEM, THEY’RE ALWAYS ON FORM AND DELIVERING ON TIME. THEY UNDERSTAND SERVICE PROVISION, THEY UNDERSTAND WHAT THE CLIENT NEEDS, AND THEY ARE PRO-ACTIVE IN UNDERSTANDING WHAT MY NEEDS ARE, WHICH MAKES MY LIFE SO MUCH EASIER! Dave Adey, Head of Broadcast and Technology, Extreme E

SINCE EXTREME E IS HOSTED IN ULTRA-REMOTE LOCATIONS, THERE ARE NO SNAZZY BROADCAST STUDIOS OR TECHNICAL 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 SPECTACULAR OPENING CEREMONY FOR 2023 UEFA WOMEN’S CHAMPIONS LEAGUE FINAL FOR THE SECOND YEAR RUNNING, ADI DESIGNED AND COORDINATED A STUNNING OPENING CEREMONY FOR THE 2023 UEFA WOMEN’S CHAMPIONS LEAGUE FINAL, HELD AT THE PHILIPS STADION IN EINDHOVEN. With a record-breaking sell-out crowd of 34,100 and more than 50 million YouTube streams of the competition, never has there been so many eyes on the Women’s game. ADI were commissioned by UEFA to deliver an event presentation that matched the occasion, which meant designing and producing the Opening Ceremony from concept stage through to live performance.

ADI’s experienced Sports Presentation team collaborated with UEFA to evolve creative ideas and draw up artistic concepts, before working closely with over 180 local volunteers and dancers to perfect the on-pitch choreography in the days and weeks leading up to the fixture.

• SPORTS PRESENTATION DELIVERY OF OPENING CEREMONY FOR UEFA WOMEN’S CHAMPIONS LEAGUE FINAL 2023 • 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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SCAN THE QR CODE BELOW, WATCH THE BEHIND-THE-SCENES VIDEO BELOW TO SEE HOW WE BROUGHT OUR INITIAL CONCEPTS TO LIFE

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During the ceremony, SFX was a fundamental part of the show. Pyrotechnics, flame systems, flag pageantry, audio and synchronised digital content for the LED screens, digiBOARD and ribbon were all managed and created

by ADI, achieving a truly unique in-bowl atmosphere and ramping up the

THE OCCASION APTLY CELEBRATED THE CONTINUOUS

decibels ahead of kick-off.

RISE OF THE UEFA WOMEN’S CHAMPIONS LEAGUE COMPETITION, AND OUR JOB WAS TO ENSURE THAT

The SFX design incorporated the iconic jersey colours of FC Barcelona and

THE PRE-GAME SHOW PAID HOMAGE TO THAT WITH

Wolfsburg, with a notable hit of blue and green lighting up the sky at the

A COLOURFUL AND PRESTIGIOUS PRODUCTION. THE

start of the show. What followed was a charge of white flags – symbolic of

VIBRANT FLAGS, STREAMERS AND KINETIC COSTUMES

the host’s City of Light cultural status – before kinetic dancers and flowing

ALL REPRESENTED THE PLAYERS AND THE SKILLS

streaming banners engulfed the pitch in the UEFA brand colours of blue,

THAT ARE DISPLAYED INDIVIDUALLY – FEROCITY,

yellow and magenta. Post-match, playful pyro and confetti animations

PASSION AND ENERGY BEING THE KEY FOCUS, WHILE,

were deployed across the mid-tier LED for FC Barcelona’s trophy lift and

AS A WHOLE, THE CEREMONY CENTRED AROUND THE

celebrations.

BRAND MESSAGE: ‘THERE IS ONLY ONE CROWN’. WE HAVE A REMARKABLE SPORTS PRESENTATION TEAM,

The FC Barcelona and Wolfsburg supporters, who travelled in mass

WHO ARE CONSTANTLY PUSHING THE BOUNDARIES

numbers to support their teams, showed their appreciation for the live

WITH CREATIVITY AND INNOVATION, AND EVERYONE

performance with rousing applause and it set the tone for the action-

AT ADI IS EXCITED TO CONTINUE THIS EXCITING

packed match that was to follow. FC Barcelona ran out narrow 3-2 winners

JOURNEY WITH UEFA.”

on the night, bouncing back from the heartbreak of last year’s 1-3 final

Richard Hale, Sports Presentation Lead, ADI

defeat to Olympique Lyonnais.

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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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ADI LIVE BEHIND THE SCENES

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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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SCAN THE QR CODE BELOW, WATCH THE OU ROUNDUP OF THE WORLD GYMNASTICS CHAMPIONSHIP

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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 gymnasts 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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RECORD DELIVERY FOR F1 BRITISH GRAND PRIX AT SILVERSTONE 480,000 SPECTATORS

3,000SQM OF LED

10 DIGITAL TOTEMS

OVER 32

250

OVER HOURS OF CREATIVE CONTENT

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AS A WHOPPING 480,000 SPECTATORS FLOODED THE FORMULA 1 ARAMCO BRITISH GRAND PRIX 2023 FOR AN EXHILARATING WEEKEND OF RACING AND ENTERTAINMENT, THIS YEAR’S DELIVERY FROM OUR TEAM HAD TO BE BIGGER AND BETTER THAN EVER. Aligning with Silverstone’s vision for a new level of entertainment and creating a site infrastructure to support the growth of this iconic event, ADI were able to deliver an incredible experience for nearly half a million F1 fans.

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20 EVENT HOSTS & DJ’s

70 LED SCREENS

89 ADI STAFF

20KM OF SPORTS

PRESENTATION CONNECTIVITY 33

WHAT WE DELIVERED: •A staggering amount of LED technology – 70 SCREENS to be exact, including a mixture of 40 MOBILE SCREENS, 20 MODULAR SCREENS and 10 DIGITAL TOTEMS • The DESIGN AND MANAGEMENT OF A BRAND-NEW STAGE AREA, THE DRIVER’S INN, which hosted a full engagement schedule • L IVE EVENT PROGRAMMING, including in-vision presenting, podcasts, competitions and fan vox-pops, for distribution to the entire screen network at Silverstone •C reating over 250 HOURS OF ENGAGING CONTENT, including live graphics, hype video and bespoke audio playlists •A total of 89 ADI STAFF, including sports presentation team and hosts, event broadcast team, project managers, network engineers, screen technicians and account managers •N ew VIDEO DISTRIBUTION NETWORKS allowing tailored communication and live updates across different areas of the site • B ESPOKE LED STRUCTURES, such as large format screens for hospitality suites and digital totems for wayfinding and sponsor activation

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WE HAD A VISION TO ACHIEVE A NEW LEVEL OF ENTERTAINMENT AT THIS YEAR’S BRITISH GRAND PRIX THAT WOULD HELP US ATTRACT AND RETAIN NEW AUDIENCES OF F1 FANS, BUT DO IT IN A WAY THAT’S DISTINCT AND UNIQUE TO SILVERSTONE. ADI WERE ABLE TO CONCEPTUALISE AND DELIVER A BRAND-NEW STAGE AREA CALLED THE DRIVER’S INN THAT PROVED EXTREMELY POPULAR AND ADDED TO THE FESTIVAL ATMOSPHERE. THE TEAM ALSO CREATED AN ENERGETIC AND ENGAGING HOST-LED PROGRAMME THAT WAS DISTRIBUTED TO SCREENS RIGHT ACROSS THE CIRCUIT, ENHANCING THAT LEVEL OF INTERACTION AND INSIGHT FOR FANS. Jacalyn Morgan – Head of BGP Operations, Silverstone

OUR BRAND-NEW ADDITION: THE DRIVER’S INN STAGE With Silverstone’s vision to elevate the level of entertainment and create a more festival-type atmosphere, we conceptualised the Driver’s Inn Stage, which was located on the outside of Copse Corner.

This hosted exclusive content across the weekend, including Tech Talks and live podcasts such as Greg James’ popular, ‘The Fast and the Curious’ podcast. As well as this, F1 fans could also enjoy the Piing Prix mobile gaming, DJ sets, competitions, and insights from F1 teams and Women in Motorsport, amongst others.

The shows were filmed and distr ibuted to our screens across the whole site, meaning F1 fans could be immersed in the entertainment taking place in different areas wherever they were at the circuit. ADI’s content teams worked from our brand new iCONIC X expandable unit, which offered a unique and flexible live production gallery on-site.

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SCAN THE QR CODE TO WATCH A REVIEW OF OUR 9TH YEAR AT SILVERSTONE

WITH SILVERSTONE WELCOMING A RECORD 480,000 FANS THIS YEAR IT WAS VITAL THAT WE HAD THE EVENT INFRASTRUCTURE TO SUPPORT A SEAMLESS LIVE EXPERIENCE FOR THEM ALL. ADI DELIVERED A HUGE UPLIFT IN LED SCREENS AND DIGITAL TOTEMS, BUT THEIR DESIGN AND MANAGEMENT OF A NEW VIDEO DISTRIBUTION NETWORK MEANT WE COULD TAILOR COMMUNICATIONS AND LIVE UPDATES ACROSS DIFFERENT AREAS OF OUR VAST SITE. THESE DIGITAL TOUCHPOINTS ARE ESSENTIAL FOR MANAGING SUCH LARGE CROWDS AND PROVIDING A CONSTANT SOURCE OF INFOTAINMENT THAT ADDS HUGE VALUE TO THEIR SILVERSTONE EXPERIENCE. Alex Lacey, Operations Director, Silverstone

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WHAT DID WE DELIVER FOR R OUR 9TH YEAONE? AT SILVERST

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ADI BRING NEW LED CONCEPTS TO LIFE FOR TOUR DE FRAN

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W S 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

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

WE’VE USED OUR INHOUSE INNOVATION TO BRING UNIQUE LED DISPLAY SOLUTIONS TO THE WORLD’S MOST FAMOUS TOUR

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 & Sports Presentation, 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 is a 13km individual time trial 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.

Before each rider rolled down the start ramp to race against the clock - and

LED GANTRY

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, amongst other global partners.

ICONIC CS: 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 iCONIC CS unit has been successfully deployed across the Tour, bringing a new live entertainment platform to the travelling Fan Village, and hosting

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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.

THE DÉPART RAMP - BEHIND THE SCENES WWW.ADI.TV

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ADI DELIVERY TO

QUALITY IS NEVER AN ACCIDENT; WHAT ADI PROVIDE TO A.S.O IS A RESULT OF HIGH INTENTION, CONSOLIDATED EFFORT, CAREFUL DIRECTION AND SKILFUL EXECUTION” 42

David Foulon, Logistics Director, A.S.O

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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

IMAGES ‘LIVE EVENTS EDITION’

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.

BIRMINGHAM FESTIVAL 2023 The

official

anniversary

festival

of

the

Birmingham

2022

Commonwealth Games saw ADI supply a super wide modular LED screen, outside broadcast team, event presentation - including British Sign Language integration - and interactive mobile gaming in Centenary Square. 9 days and 10 nights of live, free performances and culture were enjoyed by tens of thousands of attendees as the legacy of the Games lives on in Birmingham.

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IMAGES ‘LIVE EVENTS 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 & Sports Presentation, 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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