How an Olympic ski event led to the beginning of our creative agency
With a background in storytelling, theater and event production, all roads led Brendan Shelper into creating Battle Royal Studios. Read more about what he’s learned so far and where he plans to take our Creative Studio next.
by Brendan Shelper
Credits ©
Photography – Claudia Greco
What was the pivotal moment that inspired you to create Battle Royal Studios, and how did it shape your vision for the company?
The pivotal moment came during my work on large-scale cultural and Olympic ceremonies, where I witnessed first-hand the incredible power of immersive storytelling to captivate and inspire mass audiences. Although we were already involved in numerous small brand experience projects and corporate events, the clear defining project that tipped us over into forming Battle Royal Studios was the GAP Ski WM 2011. This project was the brainchild of dreinull mediatainment (now PlusDrei) and my long-time friend from Berlin, Max Hassemer. Max was also the driving force suggesting that I establish my own entity, urging me to get a phone line/website and formalise Battle Royal Studios to make us more marketable within the industry. The Ski WM project was a huge milestone for all of us, and it marked the true birth of BRS. This experience not only shaped our vision but also solidified our commitment to pushing the boundaries of traditional event production and experiential marketing by blending theatricality with cutting-edge technology on a 100m high ski jump slope we used as a stage.
How did your background and experiences influence the ethos of Battle Royal Studios, particularly in how you approach immersive experiences?
My background in theatre and bespoke show production instilled in me a deep appreciation for narrative and spectacle. I learned that the most impactful experiences are those that engage audiences on multiple levels, creating a sense of immersion that blurs the line between the audience and the performance. This ethos is at the core of Battle Royal Studios, we approach every project with the belief that it should be an immersive, multi-sensory journey. My experience has taught me that the best stories are those that allow audiences to become active participants, and this philosophy drives us to constantly explore new ways to engage and surprise our clients and their audiences.
Starting a creative studio often comes with unique challenges. What were some of the key obstacles you faced in the early days, and how did overcoming them define the company’s direction?
One of the key challenges in the early days was building a team that could not only understand but also embrace the interdisciplinary nature of our work. We needed to find individuals who were not just experts in their field but also willing to step outside their comfort zones and collaborate across disciplines. Another challenge was convincing clients of the value of our unique approach, which was often more ambitious and unorthodox than what they were used to. Overcoming these challenges required perseverance, a clear articulation of our vision, and a commitment to delivering exceptional results. These early obstacles reinforced our belief in the power of collaboration and innovation, and they set the foundation for our approach to bespoke, boundary-pushing projects. I’m proud to say that many of the original BRS team are still with us today in some form, and we have a very diverse and extensive pool of regular collaborators that support our ambitious creations.
Battle Royal Studios is known for its bespoke projects that blend art and tech. How did you cultivate this unique fusion, and what drives your innovation process?
The fusion of art and technology at Battle Royal Studios stems from a desire to create experiences that are not only visually stunning but also deeply engaging on a conceptual level. This requires a constant exploration of new technologies and an understanding of how they can enhance the storytelling process. We cultivate this fusion by fostering a culture of curiosity and experimentation within our creative team. Innovation is driven by a willingness to take risks, to explore the unknown, and to embrace the possibilities that new technologies offer. We are constantly asking ourselves how we can push the envelope further, how we can create something that has never been seen before. This relentless pursuit of innovation is what keeps our work fresh, exciting, and relevant. Other times it’s about using existing or even old tech in interesting new ways. This reminds me more of the theatre approach where one’s access to the latest innovations is often not as accessible, but with time and an inspired group, magic is made.
Looking back on your journey with Battle Royal Studios, what has been the most rewarding aspect of building the company, and how has it evolved your perspective on experiential marketing?
Well, witnessing the impact of our work on audiences and clients alike. There is something incredibly fulfilling about seeing people’s reactions when they are truly moved or inspired by an experience we’ve created. This journey has also deepened my understanding of the power of experiential marketing, it’s not just about creating a memorable event, but about building lasting emotional connections.
Over the years, I’ve come to see that the most successful experiences are those that go beyond the moment, leaving a lasting impression that resonates with people long after the event is over. This has evolved my perspective on experiential marketing, reinforcing the importance of authenticity, creativity, and innovation in every project we undertake. It’s also nice to meet someone on the other side of the planet that has seen or heard of your work and is genuinely impressed. But that’s the beauty of word-of-mouth marketing.
