iD Mobile at OnBlackheath Festival: The iD Zone - #doyourownthing

An interactive installation for festival goers to express their individuality. 



As a relatively new network provider, iD Mobile wanted to create a splash with their brand activation at OnBlackheath Festival. They approached The Flash Pack to find a way to engage the public with an unknown brand in a meaningful way and to create an online buzz around the event. The photo experience had to reflect the brand’s core values - ‘the network as individual as you’, as well as keeping in tone with the iD Mobile’s branding.






  • Freezus Curve
  • Social Analytics
  • Live Social Sharing


Pulling inspiration from a recent GQ editorial shoot shot by Paolo Kudacki and featuring Pharrell Williams, we created a colourful, current and engaging installation.

To generate engaging and on-brand content, we used our innovate Freezus Curve, which captures the subject using 10 cameras, and our bespoke software that seamlessly stitches the images together to create a smooth 3D erffect photo.

To further amplify the online conversation surrounding the activation, The Flash Pack invited 7 social influencers to attend the festival and experience the iD Zone. These influencers included Cobbie Yates (Celebrity Stylist), AJ Odudu (4Music and ITV2 Presenter), Archie Madekwe (Actor, Channel 4’s Fresh Meat) and Sasha Keable (Singer/Songwriter). These influencers shared their iD Mobile branded Freezus Curve content to their social following, allowing the brand to access their engaged audiences.

Once a photo shoot was complete, the participants were encouraged to share their image to Facebook, Twitter, Instagram or by email with preset copy that included the event’s hashtag #doyourownthing. They were also presented with a branded print to take home.

iD Mobile set the following targets: 400 photo experiences each day, 80% share rate for content and 1000-2000 people ‘through the booth’.

We had 3120 festival goers pass through, and took 893 videos, while enjoying an impressive share rate of 104%.

  • Branded Prints
  • Custom Designed Set
  • Social Influencers


  • 893 Total Videos
  • 926 Total shares
  • 104% Total share rate
  • 3,120 People through the booth
  • 46,874 Influencer reach
  • 114,744 Total Estimated Reach