The BRIT Awards 2023
Designing the biggest night of the British music industry calendar.
The Joy Awards 2025
The Joy Awards, held on January 18, 2025, in Riyadh, Saudi Arabia, is the largest ceremony celebrating excellence in Arab entertainment. Partnering with Done + Dusted, Black Skull Creative and Stufish for the third consecutive year, Hello Charlie delivered a suite of assets including broadcast graphics, immersive screen content, performance visuals, and extensive external branding throughout Riyadh.
The brand icon at the centre of the awards’ identity is the falcon, which is deeply embedded in the cultural fabric of Saudi Arabia.
Broadcast Graphics
Taking inspiration from another iconic set design by Stufish, the shards reflected the modernity and class of the Joy Awards. The client wanted the graphics to look sleek, shiny, and luxurious. We also made sure to incorporate the iconic Golden Falcon from the trophy, placing it within our shard-inspired world.
In the 48 hours following the Joy Awards, posts containing hashtags and phrases in relation to the Joy Awards generated over 3.6 billion global impressions online and across social media.
Forced Perspective Cube screen
The huge LED Cube screen was strategically placed to be a focal point for the red carpet arrivals. Positioned where guests and celebrities would be dropped off, it needed to make a statement. We wanted the Golden Falcon to dominate the screen, creating the effect of it looking down on the guests as they arrived, adding an air of grandeur and excitement.
Projection Mapping
We used projection mapping to cover the entire exterior of the building, continuing the golden shard theme. The projections created a textured effect, making it look like the building was wrapped in shimmering golden shards, adding depth to the entire space. Since projection required controlled lighting as much as possible—and given the significant light overspill from the red carpet lighting—it was crucial to ensure that the cube and venue projections complemented rather than competed with each other. To achieve this, we designed a seamless two-minute sequence in which each element had its moment to shine, with the falcon gracefully transitioning between them.
Sphere Screen
At the centre of Boulevard World in Rhyiad there is a 35-meter (114 feet) high LED-clad orb. We created content for this giant structure using the Golden Falcon and golden shards to maintain the consistent design language across all elements. The challenge was ensuring the content worked seamlessly with the spherical shape, while still fitting within the overall theme of the event.
Performance Screens
We created content for six performances in different styles, including Michael Bublé, Andrea Bocelli, Hans Zimmer, and a Quincy Jones tribute. Each set of visuals was tailored to suit the unique mood and energy of the performance
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The Joy Awards 2023
An opulent identity for a prestigious event that celebrates artistic achievement in the Arab world.
