One of the most iconic tourist attractions in London had a wrongly held reputation for static exhibitions set behind red ropes and ‘do not touch’ signs.

Times had changed and now active interaction with the figures was encouraged and Madame Tussauds was an exciting and dynamic place to be. We designed and created (including several overnight and slightly spooky, photography sessions) several campaigns that clearly showed the difference between the old perception and the modern reality of the business.