A PRACTICAL GUIDE TO INTERACTIVE BRAND EXPERIENCES - LAUNCH PARTY, SENSES@ SKETCH
'A very clearly written and inspiring guide (Shirra's book), demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner.'
HAMISH MILLAR, MARKETING MANAGER, PERNOD RICARD UK
'You did awesome work for us as production designer on the Panasonic shoot, great job and the video now has millions of likes!'
TOM BOGDA, EXEC PRODUCER, HMX MEDIA
'Thank-you for the recent talk you delivered on creativity at our adidas leadership summit 17, everyone was truly inspired and will be taking your creative framework forward.'
TONY COOKE, HR DIRECTOR, ADIDAS GROUP
WHAT'S BEING SAID ABOUT SHIRRA AND HER BOOK...
CREATIVE DIRECTOR - ELECTRIFY
MAY 2013 - ONGOING
Strategy: creating and applying strategic frameworks both proprietary agency models and bespoke methodologies designed for clients during consulting work. Creative: art direction, idea generation, innovation, specialising in live brand experiences, physical / tec
integration, and amplifying real world experiences through social media and ATL channels
CREATIVE DIRECTOR - BLAZINSTAR
JANUARY 2005- MARCH 2013
Line managed team of 6 creatives. Ran the studio which was responsible for all agency and client conceptual work, 2D/3D design, and production management. Also developed all in-house agency creative to create a cohesive look and feel with a stand-out brand identity across web, social media, events and other channels,
COMMS MANAGER - ARNOLD KLP
APRIL 2002 - JANUARY 2004
Ran all creative and communications for a boutique guerrilla marketing and youth marketing division of KLP Europe; Frontline Street Media. Campaigns were specialised in engaging youth audiences and niche groups with non-traditional media.
CREATIVE DIRECTION & EXPERIENTIAL STRATEGY
A METHODICAL APPROACH
Integrated experiential marketing strategies and ideas for global consumer brands are Shirra's forte. Creating innovative live brand experience concepts, combining experiential with social media to create ‘live brand social’ where events drive word of mouth and content creation. Shirra's proprietary methodologies (BETTER, IDEA & SET MESSAGE) provide systematic frameworks for the creative and strategic development processes.
EVENT & SET DESIGN
EXPERIENTIAL EXPERT EVENTS
Event design, set design and immersive experiential ideas. Covering all types of project formats from pop-ups, to roadshows and interactive installations. Excellent finish, creative set design is crucial for generating organic content, triggering social sharing, brand love and notoriety.
PRODUCTION MANAGEMENT & DESIGN
DISRUPTIVE PRODUCTION DESIGN
From small format design and merch, to interactive installations and immersive 20 metre-tall structures, design & build ideas made to provide huge wow factor. Innovative production methods, and fabrication techniques create stand-out. From CAD's and floorplans, to moodboards and material selection; production ideas are always designed for maximum impact and finish without breaking the bank, and while staying compliant to H&S regulations, and location requirements.
A LIVE BRAND EXPERIENCE IDEATION, DESIGN & PLANNING EXPERT
A specialist experiential, and integrated heavyweight creative, regularly working with leading agencies as an experiential marketing creative director, to develop ideas and pitches that explore how brand experiences can sit centrally in the integrated marcomms planning process. She provides fresh, engaging live content concepts for advertising creative and through-the-line campaigns. Also a seasoned and award winning set designer and exec producer, creating immersive environments, pop-ups and interactive installations for leading global brands and agencies.
With over 15 years experience, Shirra is Exec. Creative Director at her boutique experiential consultancy; Electrify, which she founded 4 years ago, having previously worked as Exec Creative Director at Blazinstar Experiential where she founded and ran the creative studio till 2013.
Often designing and delivering creative workshops and talks for brands such as adidas, L'Oreal Luxe and YSL on various creative development topics, she likes to inspire clients to develop ideas which maximise the benefits of combining live brand experiences, tech and social media.
Shirra is also the first UK author to have written a book on Experiential Marketing, her book titled ‘Experiential Marketing, a Practical Guide to Interactive Brand Experiences’ 2nd edition, was recently updated and re-written for its 10 year anniversary, and sells in all major booksellers across international markets.
Once a Visiting Professor at the London Metropolitan University, she was awarded an honorary title having helped them develop the first Master’s degree on Experiential Marketing in the UK “Experiential Meets Digital”. She has been a guest speaker on BBC radio, alongside other global media channels, and writes regularly for publications such as Marketing Week.
The book is published by Kogan Page, Europe’s leading independent business publisher. Shirra has flown around the globe host workshops and seminars for global brands and events agencies, teaching the BETTER and SET MESSAGE planning methodologies that she speaks about in her book.
A creative marketer, set-designer, writer, strategist, and entrepreneur – Smilansky is a recognised player and pioneer in the Experiential Marketing field.
WORK EXPERIENCE & TRAINING
EVENTS DIRECTOR - TUNNEL NYC
JULY 2000 - JANUARY 2002
Head of guerrilla marketing and coordinator of special events at Tunnel and Limelight nightclubs in New York City. Responsible for street team distribution, fly-posting campaigns, events management and creative branding for one off and regular nightclub events and sponsor activations.
London Metropolitan University - CIM Professional Diploma in Marketing, Pts: Marketing Planning and Marketing Communications.
Central St Martins - Fashion Folio Pt 1