Case Study · Experiential Activation
Fujifilm
The first-ever Fujikina London with two cinematic sets, a West End cast, and eight consecutive days in central London.
3,000+
PHOTOGRAPHERS, 8 DAYS
THE CLIENT
Fujifilm UK
ACTIVATION TYPE
Set design & experiential
DURation
8 consecutive days
PRODUCTION TYPE
End to end
Location
Central London
LEAD TIME
16 weeks
THE BRIEF
The UK's first Fujikina. A celebration of photography.
The vision was a true photography festival built around the theme "Life As You See It", across three venues within walking distance of one another in central London, all anchored by The House of Photography.
Our brief was to produce two cinematic photography experiences that felt like the Fujifilm brand: cinematic, tactile, beautifully crafted. Something that would work as a content engine as much as a consumer-facing activation. The sets needed to be beautiful enough to shoot, shareable enough to spread, and meaningful enough to reflect where Fujifilm comes from. The UGC potential was baked into the concept from the start.
WHAT FUJIFILM NEEDED
i
A festival-scale UK debut activation for the Fujikina name across three connected central London venues anchored by The House of Photography, under the theme "Life As You See It".
Two cinematic sets purpose-built to demonstrate the GFX system's dynamic range and give photographers real, usable portfolio material.
ii
Genuine creative intent and built-in UGC momentum one honouring Fujifilm's London home, one their Japanese heritage, so the storytelling worked as hard as the production.
iii
WHAT WE BUILT
221b Baker Street.
Tokyo Nights.
Two worlds. One festival.
From initial brief to final wrap, Creativity Hub Events produced every element from set design and model casting to content creation and post-event reporting. All built to put cameras in photographers' hands on sets they actually wanted to shoot.
The Build In detail
i
221b Baker Street
A cinematic recreation of the world's most famous address as a nod to Fujifilm's London home and the literary heritage of the city. Designed to push the GFX's dynamic range across rich shadow detail and warm practical lighting.
iv
UGC by design
Both sets were conceived as social-first environments. Photographers shared their images during and after the event, creating a wave of organic content tagged to the festival; reach that no paid campaign could replicate.
ii
Tokyo Nights
A neon-lit Tokyo street scene, a direct nod to Fujifilm's Japanese heritage. High-contrast, colour-rich, and built to showcase the GFX at the other end of its dynamic range from Baker Street and the Velvia film simulation: bright, vivid, and electric.
v
24-hour content pipeline
Our in-house team captured BTS stills and video throughout, delivering a fully edited content package within 24 hours of each day.
iii
West End cast
The House of Photography sits in the heart of London's theatre district. We leaned into it, casting professional West End performers to bring both sets to life. The result was a shoot experience that felt genuinely alive, not staged.
vi
End-to-end production
Creative brief, set build, props, casting, staffing, insurance, lighting design, supplier management and post-event debrief alongside every production element managed by Creativity Hub Events' own team.
Behind the lens
On the day, in the room
Every element of Fujikina London was designed before it was built, styled before it was lit, and cast before the first day of production. The result was a set that photographers wanted to be in and that generated UGC content from day one.
Measured outcomes
The numbers
we delivered.
We track what matters for the brief we're given. Fujikina London was built for brand presence and community, so these are the numbers we measured it against.
Brief to activation
16 wks
From signed brief to live event with creative, casting, logistics and delivery managed by a single in-house team.
artists
9 cast
Professional performers across 8 consecutive days, each briefed with 3 dedicated hair and make-up artists.
Turnkey activation
100%
Every element of the activation during the event owned, created, managed and delivered by Creativity Hub Events.
trusted relationship
3 yrs
Our ongoing relationship with Fujifilm UK means having the brand knowledge that lets us move fast and build with confidence.
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Photography from Fujikina London
Built to be photographed.
Every set, every performer, every lighting state was designed with one question: will this make a great frame? These are the answers.
Is this for you?
Three briefs that
would lead here.
Fujikina London was built for a specific brief. If yours sounds like one of these, a conversation is probably worth your time.
if you need
To reach serious photographers who are actively buying, not browsing.
Hundreds of photographers attend Creativity Hub events annually. Median annual photo spend: £3,000. This audience buys.
if you need
A flagship UK consumer moment tied to a product launch or campaign.
We build events in 8–12 weeks, with photography, social, and press built into the brief from day one. The event is the campaign.
YOUR NEXT STEP
Like what we built for Fujifilm? Let's talk
about yours.
The quickest way to find out what's possible for your brand is a 30-minute call. We'll bring audience data, case studies relevant to your brief, and a first read on what we'd propose.
Most partnerships are confirmed within two weeks of first conversation.
direct contact
Naomi - Commercial and Partnerships
