Up At The O2

O2 — “Up At The O2” Experience

Client: O2 | Agency: pd3

As part of the O2 account team at pd3, I helped transform a simple walkway over The O2 into one of London’s most successful tourist attractions.

Working across creative concepts, experience design, short films, and app copy, we built a cohesive brand experience under the overarching idea of The Explorer — elevating a physical climb into an iconic adventure.

Our team designed the ‘Base Camp’ environment, scripted the humorous safety briefing films, and developed the Up At The O2 app, used by thousands of climbers to explore the summit each year.

Since launch in 2012, hundreds of thousands of visitors have climbed The O2, and the experience has consistently ranked above Buckingham Palace on TripAdvisor — proof that great storytelling can turn a simple idea into a landmark experience.