Vans and Burn

What was it?

A fringe festival at local seasonaire epicentre the Loop Bar designed to help sponsors Vans and Burn have an innovative presence at the event and provide an antidote to the huge corporate hype and noise of the first Euro X Games event. The concept provided sponsors with a branded hub at the event and branded media content, engaging both the audience on the ground and online.

Looking Sideways is about showcasing the creative side of action sports culture, so we took artists, musicians, photographers and a publishing company out to Tignes and programmed a unique timetable of events designed to do just that.

How did we do it?

By day, we were up on the hill creating unique video and photographic content and showcasing work by artist Schoph and photographer James McPhail at our pop-up gallery shows. By night, we held the best parties in town – including an opening night private view that acted as focal point for all industry & media in town, and an exclusive gig by Ben Howard at the 150 capacity bar. Small wonder we had queues round the block and were turning people away each night.

Creative highlights

Another highlight was then unknown Ben Howard performing an exclusive Looking Sideways session for us. This version of Hand to Hold, an unreleased song, has now racked up well over 500,000 views. Check the session in full here.

The Huck x Looking Sideways issue, April 2011

Working with media partners the Church of London, we produced a digital mini mag of the entire event that was launched with the April 2011 issue of Huck magazine (above).

Coverage highlights

The event snagged coverage all over the world, with Transworld Snowboarding (below) and ESPN among the many outlets running the story. Indeed, X Games organisers ESPN were so impressed with the concept that we’re talking to them about running Looking Sideways as an official fringe event at their 2014 events.