We’ve partnered with the City of Sydney for eight years to creatively direct its world-famous NYE fireworks event and help millions of people watching globally, ring in the New Year.
As one of the first cities in the world to celebrate the New Year, eyes are always on Sydney to set the benchmark for celebrations. From 2011, we were challenged by the City of Sydney to create a fresh theme and exciting content for its expectant local and global audiences alike.
Year on year, we sought to enhance the experience from the previous by injecting dynamic new elements, creating enviable parties and engaging millions of viewers with stunning visuals, emotive themes, and a variety of special guest ambassadors. We partnered with iconic creative collaborators, such as Kylie Minogue, Reg Mombassa, Jack Thompson and Marc Newson, delivered entertaining fireworks soundtracks, and created three parties annually for VIP guests.
Each year we choose a simple theme that captures the essence of Sydney and its people - such as ‘City of Colour’ or ‘Time to Dream’, then brought each one to life through vibrant ambient media, advertising, online elements and stunning projections on the Sydney Harbour Bridge pylons.
The audience witness a truly spectacular event that’s as joyous as it is epic in proportions. Few things in life a pure, unadulterated fun, but this is surely one of them.
The NYE fireworks are the most iconic in the world. Watched by an estimated audience of 1 billion globally, they position Sydney as a one of the world’s most famous cities, leading to an insurmountable effect on tourism and local businesses.
1st EVER AGENCY appointed to creatively direct
1.5m ATTENDEES
1b VIEWERS
#1 AUSTRALIAN public event
Imagination is The Original Experience Design Agency. Founded over 50 years ago, we apply the power of our collective imagination to creative, commercial, and cultural challenges, creating experiences that move people. We specialise in Consulting, Destinations, Content and Live Events.
We have 13 global studios worldwide, united by a deep understanding of what moves people on a human level, and a determinedly independent spirit. Imagination was officially certified as a Newsweek Most Loved Workplace® 2023.
Our clients include Major League Baseball, Visa, Amazon, Ford, LVMH, Harley-Davidson, and Google.
For more information, please visit imagination.com or follow @imaginationglbl on social.