Jo Wills has managed a variety of experiential marketing campaigns and events for clients such as Sky, Weetabix, FIFA and Tiger Beer. Some of her roles included overseeing the design and delivery of Sky Academy Skills Studios, a broadcast studio experience for students, and Rioja Tapas Fantasticas, a London wine and food festival attended by over 14,000 people annually. She has led project teams and collaborated with various specialists to bring campaigns and events to life.

1. JO WILLS | PORTFOLIO

2. SKY ACADEMY SKLLS STUDIOS
Overview
Sky Academy Skills Studios is a truly ground-breaking
educational experience to inspire young people to
improve their life skills. Since it’s unveiling in 2012, over
30,000 pupils (aged 8-18) have participated in the Skills
Studios. They get to script, shoot and edit a television
report on their chosen subject inside a purpose-built
studio using broadcast quality cameras, green screen
technology and touch screen edit tables.
Account Director
As project design team lead I co-ordinated the design of
the experience from early conception, strategy and
creative development through to onsite build,
collaborating with a highly skilled team of educational,
technology and lighting specialists.
Dates
Development: Jan 2010 – Sept 2012
Live: Sept 2012 – to date

3. SKY ACADEMY SKILLS STUDIOS, LIVINGSTON
Overview
Following the success of the London Skills Studios, Sky commissioned a replica learning
centre in Scotland. This facility extends the positive, social impact, raising aspirations
and improving key life skills of young people nationwide. The Scottish initiative is a
purpose built facility. In addition to the studios area, it has an immersive audio visual
room which uses interactive cues and intelligent lighting to give students an authentic
feel for what it’s like behind the scenes at Sky.
Project Director
As the design team lead I spearheaded the creative development of the experience
from identifying the site location through to producing the Design Intent. As part of the
client team, I acted as the Design Guardian on behalf of Sky throughout the build,
collaborating with architects, contractors and multiple stakeholders.
Dates
Development: July 2013 – Jan 2015
Live: March 2015 – to date

4. SKY ACADEMY CAREERS LAB
Overview
Sky Academy Careers Lab is a careers experience for 16-19
year olds helping them to build employability skills and
discover career opportunities. The experience includes a
work based challenge, Q&A with a Sky Leader and tour of
Sky. Each student receives an iPad for the day. A bespoke
app guides them through their day, allowing them to
unlock content on an interactive wall installation.
Project Director
As Project Director I led the creative team through the
design of the experience from concept through to spatial
design of the environment. I also collaborated with the
digital team through the build of the app from user
experience, design, testing and deployment.
Dates
Development: Aug 2012 – Dec 2014
Live: Dec 2014 – to date

5. RIOJA TAPAS FANTASTICAS
Overview
For 7 years Tapas Fantasticas was a popular London
festival, allowing consumers to sample the breadth of
Rioja wine. Each year over 2 days 14,000 guests
sampled food and wine from over 40 wineries and 14
restaurant exhibitors. They were entertained by
bands, DJs, cooking demonstrations by Jose Pizarro,
wine workshops and talks with Olly Smith and Susy
Atkins.
Project Director
I have overseen the growth of Tapas Fantasticas from
the initial brief in 2008 to a popular fixture on the
London events calendar. As Project Director I led a
team of account and production managers to deliver
this highly successful event, year on year.
Dates
Live: 2 days annually in June 2008 - 2014

6. WEETABIX ULTIMATE SPORTS DAY
Overview
‘The Ultimate Sports Day’ allowed 400 children from 2 primary
schools the chance to meet hero Mo Farah and become mini-
Olympians for the day. The event formed the live event
experience in a large integrated campaign. Held at the Queen
Elizabeth Olympic Park’s Copper Box Arena, the children
competed in egg & spoon, javelin, sack and hurdle races as well
as two bespoke obstacle courses.
Account Director
From winning the pitch I led a team through the design of the
event to delivery on the day. Cross agency co-ordination and
meticulous planning ensured the safety and enjoyment of 400
under 10yr olds. I also sat on the judging panel selecting the two
winning school entries.
Dates
Live: 14th July 2014

7. UMBRO CONFERENCE
Dates
Live: 19th March 2013
Account Director
In 5 weeks I successfully directed a team to
source a venue and produce a conference on
a tight budget achieving the client brief,
collaborating with an AV production team and
conference show callers.
Overview
Umbro presented their brand vision and sales
strategy to 150 international Licensees. In a unique
blank canvas studio in Manchester’s Media City an
indoor football pitch with bleacher seating, players
tunnel and a 15m x 5m super screen formed the
one day conference.

8. SKY 3D
Overview
In 2010 Sky launched the first 3D channel. Around
the launch a series of roadshows were delivered to
showcase Sky’s latest 3D TV technology and
programming. The Sky 3D Prism was the flag ship
demo unit touring music festivals, sporting events,
family friendly days out and city centres. This was
supported by a number of modular internal demo
units. The experiential campaign demo’d to
approx. 100K consumers nationwide.
Senior Account Manager
I was instrumental in the strategic planning of this
huge campaign, identifying targeted demo
locations and routes. I managed a team to produce
all demo units and co-ordinate multiple delivery
teams to run the roadshows.
Dates
Live: July 2010 – March 2011

9. FIFA INTERACTIVE WORLD CUP
Overview
The Barcelona 2009 & 2010 FWIC was a high octane
international finale to FIFA’s prestigious gaming tournament.
It allowed 16 contestants to fight for the champion title and
grand prize, providing a global stage for the contestants,
sponsors and FIFA alike. The one day event attracted
audiences of over 20,000 who were entertained by the main
stage tournament, live acts and a host of sponsor concourse
activities.
Senior Account Manager
For 2 years I was the account team lead working alongside a
production team to design, build and manage this large scale
international event. Overcoming language, currency and
cultural challenges to source venues, suppliers, PR companies
and a team of 50 local event staff.
Dates
Live: April 2009 & 2010, Barcelona

10. TIGER TRANSLASTE
Overview
Tiger Translate presented a vibrant contemporary Asia,
creating a unique and memorable experience for young
adults to bring Tiger Beer’s brand personality to life. Held
in East London’s Hearn St Car Park in the heart of the
Cities’ creative art scene, over 900 visitors enjoyed an
evening of entertainment with top Asian artists, UK Street
Artists (Pure Evil) and DJs (Nextmen) performing alongside
a live graffiti battle. Guests were invited to paint their
own canvas which was displayed as a giant mosaic.
Senior Account Manager
I worked with a production manager to deliver this one off
event, liaising with a PR company to secure progressive UK
Artists and Talent.
Dates
Live: Sat 20th Sept 2008

11. ‘THE ROOM’ BY THE RIVER
Overview
‘The room’ by the river was a temporary structure, erected on a brown field site on
the South Bank, London, twice a year for a 7 week period during summer and
Christmas.
• Average number of events: 50 per year
• Number of guests per event: 150pax – 2000pax (average number 800pax)
• Event formats: summer parties, Christmas parties, conferences, award
ceremonies, charity auctions and balls, product launches, film wrap parties, TV
Broadcasts
• Clients: BBC, ITV, Disney, Swiss Re, Red Cross Ball, TFL, WWF
Special Events Project Manager
I was responsible for selling, marketing, onsite venue and event delivery, financial
management, client relationships, supplier and event staff management, post event
reconciliation.
Dates
Live: every June/July and Nov/Dec 2004 - 2008

12. LINKS TO FURTHER CAMPAIGN INFORMATION
SKY ACADEMY SKILLS STUDIOS
WEBSITE
SKY ACADEMY CAREERS LAB
WEBSITE
RIOJA TAPAS FANTASTICAS
WEBSITE
WEETABIX
VIDEO
FIFA INTERACTIVE WORLD CUP
VIDEO
TIGER TRANSLATE
WEBSITE