The Basics: Simon Miller is the founder and creative director of Brand Activation Services. As its name suggests, the New York-based experiential activation biz has produced both large and small interactive elements at events for brands such as ESPN, AT&T, Univision, Visa, Fanatics, and much more. How did this innovator get his start dreaming up over-the-top immersive experiences for live events? Not the way you'd expect, most likely.
"I got my start in the event industry as a musician, playing drums and percussion for private and corporate events throughout the New York area," explains Miller. "With a front-row seat playing at hundreds of events, I started to recognize areas of the industry that could be innovated and decided to start my own event production company when I graduated. I started Simon Elliot Events in 2010 with a focus on private events, developing entertainment products and services like photo favors, karaoke recording booths, and sports arcade games that I wholesaled through event companies that I had been working with as a musician. As I got to know venue managers and other event industry professionals, we developed our own clientele and the business began to grow exponentially. A few years in, I decided to spin off the corporate side of the business, which became Brand Activation Services." And the rest, as they say, is history!
In the wake of COVID-19, Miller and his team pivoted to create the SaniBar, a touchless scented hand sanitizer station that's able to be fully branded from top to bottom. The scents are customizable, too. For example, at a corporate summit this past fall, Brand Activation Services offered a pumpkin spice-scented sanitizer.Photo: Courtesy of Brand Activation Services
Miller's innovation didn't stop there, either. Amid the pandemic, he saw multiple opportunities to unleash his creativity and pivot: Think a photo-sharing app that lets attendees receive branded images by scanning a QR code (rather than inputting information via a touch screen); an Automat-inspired food vending machine that keeps food safe from contaminants by having guests fill out a gamified digital survey that uses algorithms to determine which door on the Automat should open; a line of WFH furniture called StudyCubbies, geared toward children schooling from home; and StepTouch.io, a line of interactive custom floor mats that allow consumers to interact with experiences using their feet instead of their hands, ultimately cutting down on potential cross-contamination.
Event Philosophy: "I've realized that designing and producing events is another form of creative expression akin to playing an instrument or the visual arts," says Miller. "With venues serving as the canvas, and our clients providing inspiration with their brands and initiatives, we as event and marketing professionals are given the unique opportunity to create living breathing works of art; immersive experiences that transport attendees to another place, physically and emotionally. For me personally, that is the thrill: molding a project like a piece of clay, knowing that it will ultimately turn into something that we can all be proud of."
Goals for the Future: "My goals for the future have definitely evolved as a result of everything that 2020 has thrown our way," notes Miller. "I'm thankful to have been forced to stop and evaluate what maybe was and wasn't going to work for the company and myself long term. Going forward, my goal is to grow the company in a way that will enable us to enjoy our lives and our families in addition to the work that we do. I also look forward to taking part in rebuilding the live event industry by providing products and services that keep attendees safe while delivering a memorable experience."
Before the live events industry came to a screeching halt, Miller had produced a photo-driven brand activation for Visa during the week of Super Bowl LIV in Miami. "The activation was produced in the lobby at Visa's corporate headquarters in Miami for the week leading up to the Super Bowl, and was meant to make the thousands of employees that work there feel like part of the game," explains Miller. "We achieved this by building a multidimensional scene where it looks like the wall is crumbling to reveal the field at Hard Rock Stadium in the background."Photo: Courtesy of Brand Activation Services
Here, a closer look at the photo-worthy activation in action—featuring Miller himself!Photo: Courtesy of Brand Activation Services
Back to the Most Innovative People in Events 2020 list, sponsored by Pathable
