Sphere™ is Brandnation’s global influencer marketing studio, building spheres of influence for brands. By combining AI with human expertise, we create culturally relevant influencer programmes that deliver measurable impact through creativity, community and smart strategy.
To bring that proposition to life, Sphere hosted a creator community event, bringing together sports and outdoor creators for an evening built around connection, creativity and collaboration. Rather than another networking event, we took our community into East London’s hidden green spaces for an experience designed to strengthen relationships and spark genuine conversations.
The result was a nature scavenger hunt across the city. Teams had 75 minutes to find and photograph as many checklist items as possible, from a city farm and canal boat to a bench with a view. Everyone worked from the same list, but creativity counted just as much as speed. The more original the submission, the more points each team earned. The format encouraged collaboration, friendly competition and plenty of content creation. It also brought Brandnation’s Creativity. Multiplied.™ ethos to life by showing what happens when the right people come together.
The activation was designed to achieve three things at once: strengthen community, generate creator insight and capture content. Sports and outdoor creators were split into teams and given the same brief, but complete freedom in how they approached it. They planned their own routes, explored East London together and chased originality over convenience. People quickly found their rhythm, built new relationships and created content naturally throughout the evening. It reflected the way Sphere works with creators every day: strategic direction paired with the freedom to create authentic work.
Content capture was built into every part of the experience. We weren’t interested in staged event photography. We wanted to capture the community as it really is. People connecting, creating together and using products naturally in the moments that matter. The activation produced a hero highlights film, lifestyle photography, creator-led industry insight videos, partner product content, social-first assets and a film introducing Sphere. Every piece of content was designed to keep delivering value across social channels, our website, newsletters, credentials and new business conversations long after the event finished.
More importantly, the event showed exactly what sets Sphere apart. Strong influencer marketing starts with strong relationships, not transactions. By spending time with creators in a genuine, collaborative environment, our team gained a deeper understanding of their personalities, creative strengths and partnership ambitions. Those insights help us build better creator partnerships, develop stronger campaigns and match the right talent with the right brands.
The results speak for themselves. Twenty-five creators attended, delivering an 83% attendance rate compared with a typical benchmark of 70%. The activation generated 54 pieces of organic creator content and reached almost 99,000 people. It also created a growing library of photography and video assets that will continue supporting Sphere’s marketing, client credentials and new business activity for months to come.
Sphere’s first creator community event wasn’t simply an event. It was a demonstration of how we build influence: through genuine relationships, creative thinking and communities that deliver lasting value. That’s the approach we bring to every client partnership, helping brands connect with the right creators to drive measurable impact.
Whether we’re launching a new product, building long-term advocacy or creating cultural moments, Sphere helps brands build creator communities that deliver real business impact. If you’re looking for influencer marketing that goes beyond one-off campaigns, we’d love to talk.
