MAGNUM STAGE TAKEOVER
IN CELEBRATION OF NOTTING HILL CARNIVAL’S 60TH ANNIVERSARY
To celebrate the 60th anniversary of Notting Hill Carnival, Magnum launched its first-ever Carnival stage at Powis Square, creating a new destination within one of London’s most culturally significant events. The campaign was designed to build excitement ahead of Carnival weekend, using storytelling, cultural cues and social-first content to introduce the activation and position it as a must-visit destination.
TBV Productions was brought in to capture the campaign and translate the experience into engaging promotional content, combining cinematic storytelling with the energy, people and culture of Notting Hill Carnival.
OUR APPROACH
The creative approach was built around curiosity, discovery and reveal. Rather than immediately revealing the Magnum Stage, the film follows characters moving through West London on what initially appears to be an ordinary day. Music begins to emerge in the distance, people react to something happening around them, while subtle references to Magnum, Powis Square and the Carnival programme appear throughout the neighbourhood, acting as cultural Easter eggs that encourage both the characters and audience to piece together what is happening.
As the energy builds, the audience follows the characters through the streets of West London, creating anticipation before the final reveal. The turning point comes when the Magnum truck appears with live music, revealing Magnum’s first-ever Notting Hill Carnival stage. The result transforms curiosity into celebration, naturally introducing the destination and inviting audiences to experience Magnum at Powis Square over Carnival weekend.
PRODUCTION
TBV Productions captured the campaign with a production approach designed to preserve the authentic energy of Notting Hill Carnival while meeting the visual and storytelling requirements of a major brand campaign. We captured the narrative journey alongside the wider cultural environment, including audience reactions, brand touch-points, the Magnum truck, live music and the stage reveal.
The production also featured cultural figures and creators including Dami Hope and Asher Glean, connecting the campaign to London’s creative communities. Footage was captured with multiple outputs in mind, extending the campaign beyond the hero film into social and promotional content.
POST-PRODUCTION & ASSETS
Following production, TBV managed the post-production process, shaping the footage into a fast-paced campaign film built around a clear progression: Curiosity, Discovery, Anticipation, Reveal and Invitation. Music, pacing, reactions and environmental details were used to build energy towards the Magnum Stage reveal.
The final film closed with a clear campaign end frame, directing audiences to Magnum at Powis Square during Carnival weekend. Additional content was also developed for social and paid media, including the Magnum Strap promotional video, extending the campaign into further advertising-ready assets.
IMPACT
The campaign successfully extended Magnum’s physical Carnival activation into a wider digital conversation, generating 100K views on Instagram and gaining amplification through cultural partners including The Garden, 1Way and Caribbean Rocks. Creators such as Dami Hope and Asher Glean further strengthened the campaign’s connection to London’s creative community, while third-party media coverage extended awareness beyond Magnum’s owned channels.
More importantly, the creative gave audiences a reason to discover the stage before Carnival began. Rather than functioning purely as an announcement, the film made the location part of the story, using mystery and cultural cues to build anticipation before revealing Magnum’s presence at Powis Square.
WHY TBV PRODUCTIONS
TBV Productions brings together storytelling, cultural understanding and production execution. For a campaign rooted in Notting Hill Carnival, simply documenting the activation was not enough. The content needed to feel connected to the environment, people and culture surrounding the event, while still delivering Magnum’s commercial objectives.
Our role was to think beyond the camera, considering how the story would unfold, how audiences would encounter it digitally and which moments could create curiosity and engagement. Every element was captured with the wider campaign in mind, supporting both organic social and paid advertising. We don’t just capture cultural moments. We turn them into stories audiences want to experience.
