Paloma Faith
The Magical Music Tour
UK · 2024
London's music scene through the eyes of one of its own. Paloma Faith turned the places that shaped her into a four-hour tour, and fans could win a spot on it.
Production
Billion Dollar Boy
Toast
Ecstasy of Gold
Market
United Kingdom
Launched June '24
Shot in London, May ‘24
Deliverables
60s hero film, two 20s TV spots, 10s webloop, social series, campaign stills
Channels
TV and video on demand, YouTube, social, PR
My role
Senior Art Director, client side, from storyboards to final stills. I worked with Billion Dollar Boy as lead agency and Toast as production partner, alongside GetYourGuide's storytelling lead and UK brand team. The campaign sat across the funnel: two TV spots for awareness and consideration, and a hero film and social series that sent people to the tour.
Story and look
Reviewed the boards and scripts for every asset: the 60s film, two 20s TV spots and a 10s webloop.
Kept brand and product up front in each cut: the logo in the first five seconds, and the app on screen when a guest books the tour.
Brought GetYourGuide's guiding red into the cast's wardrobe and props, from accents in their outfits to red tote bags.
On set in London, May 2024
Led client-side review and approvals across a two-day shoot with no video village, reviewing on handheld monitors between locations.
Worked with Billion Dollar Boy's creative lead as brand guardian, so every scene read as GetYourGuide without slowing the crew down.
Shot through the rain at Wilton's rather than waiting it out. Paloma's umbrella moment became one of the stills.
Briefed photographer Greg Funnell alongside the film crew, with stills for PR, the landing page and the homepage.
Imagery and post-production
Selected the campaign imagery: 12 frames with Paloma, the agreed limit for talent images, and a set without her, shared across every channel.
Wrote the retouching notes: extended frames for banner formats, cleaned up logos and clutter, and pushed color for stopping power.
Assigned every select to a placement: landing-page banner, guide intro, five itinerary photos, homepage banner and PR.
Gave feedback on cut, flow and grade across edit rounds.
The film
The hero film, 60 seconds. "Hi, I'm Paloma Faith, your guide to my Magical Music Tour of London." She meets her guests among the crates at Flashback Records, where "the ones with no labels, that's where the magic is." Down a back alley to Wilton's, the world's oldest surviving music hall, for jellied eels that split the room. Then west to Denmark Street, before the doors of the Kit Kat Club open on an empty stage. One guest steps into the spotlight while Paloma cheers from the seats, and the film closes on booking the tour in the app.
Cutdown version: TV
20s spot for linear TV and video on demand. Awareness. Paloma introduces herself and then the platform: "There's 100,000 things to do on GetYourGuide, including my exclusive Magical Music Tour of London." The phone end card shows her tour in the app.
Social videos
Organic social-first content. Looking at trends, and how it corresponds with the brand. TikTok and Instagram.
The idea
The brief was to make that feel personal and exciting, with a London music tour no one else could offer.
The answer was to let a real local lead it. Paloma Faith grew up in Hackney and worked as a dancer, performance artist and magician's assistant before her music career. She knows London's music scene from the inside, not the guidebook.
She wasn't playing a tour guide. She curated the route herself, from an original independent record shop on Brick Lane to the West End she calls her playground. GetYourGuide's own research backed the bet: 44% of travelers pick destinations based on a passion such as music.
The film shows the actual tour with cast guests, stop by stop. That made it a product demo as much as a brand film: what you watch is what the winners got.
Campaign stills
Photography by Greg Funnell
One shoot fed the whole launch. The stills carried the press release, the sweepstakes page and GetYourGuide's social channels, alongside the film.
Flashback Records
The landing-page banner. Paloma pulls a record from its sleeve while one guest listens on headphones and another lowers a disc onto the turntable.
Grace’s Alley
Paloma throws open the old doors of Wilton's and beckons the guests in.
Paloma’s pick
Paloma alone, laughing with a red record sleeve among the shelves. It became the guide portrait on the landing page and a press select.
Rain at Wilton’s
Shot through the rain instead of waiting it out. Paloma checks her phone under a clear umbrella, which put the product in a press select.
Brick Lane
Paloma leads the group past the street art, with a guiding-red tote bag making the brand visible without a logo in her hands.
Wilton’s Music Hall
Paloma points out the balcony of the world's oldest surviving music hall.
Beyond the film
The tour was an Originals by GetYourGuide experience, and the only way in was to win a place. The campaign drove fans to enter.
Launch raffle. Opened with the press launch on 25 June 2024 and ran to 22 August, for the first tour on 5 September.
International sweepstakes. 23 August to 8 November 2024, open in 12 countries including the UK, US, Germany and France. Four winners and a guest each joined Paloma on 21 November.
Social. GetYourGuide introduced Paloma as its realest tour guide yet on Instagram, pointing followers to the sweepstakes.
Impact and press
Part of GetYourGuide's local talent campaigns, a brand program that has consistently lifted the company's awareness metrics.
Featured in London Post.
Behind the scenes
On location in London, with Paloma Faith.
Credits
All campaign work shown was created for GetYourGuide and is © GetYourGuide. Shown here as a record of my role. Rights holders: if you’d like anything changed or removed, please email theo@theoklingenberg.com and I’ll act promptly.
Creative Director
Danna Blum
Senior Art Director
Theo Klingenberg
Senior Creative Operations Manager
Krete Päeske
Copy Lead
Adam Smith
Social Media
Rose Frankel
Agency: Billion Dollar Boy
Creative Lead: Claude Coleman
Senior Creative: Brooke Clark
Production Director: Sasha Dunn
Executive Producer: Lindsay Moyes
Talent Partnerships Director: Sophie Crowther
Senior Account Director: Maxime Rozencwajg
Account Directors: Reka Sardy, Gabrielle Wallace
Senior Account Manager: Alice Wang
Production: Toast
Director: Mehek Azmathulla
Executive Producer: Anna Martin
Producer: Megan Townley-Wakelin
Production Managers: Tanya McWaters, Debora Setnik
DoP: Max Witting
1st AC: James Abbott
2nd AC: Asia Rose Kilgallon
DIT: Jonny Boyd
Gaffer: Sam Crook
Cinelight London Camera: Emmyland Ltd.
Sound: Rob Thomas
1st AD: Emma Pounds
3rd AD: @collettiiburke
Styling: Meryn Cobbin
Paloma Faith's hair, make-up and styling: her own
Casting: The Casting Collective
Stills Greg Funnell Assistants: Oscar Yoosefinejad, Sebastian Hughes
Post-production: Ecstasy of Gold
Editor: Chris Dart
Sound post: @_marrak_
Grade: Okay Studio
Further reading
GetYourGuide press release · Toast project page · Dart Editing project page · Sweepstakes official rules · London Post