Big Is Beautiful as Bodybuilders Take Centre Stage in Drumsheds Campaign

 Broadwick Live (a Broadwick company) unveils its SS24 campaign for DRUMSHEDS - London’s newest culture space - alongside a highly-anticipated lineup for the new season. The creative campaign, directed in collaboration with Broadwick’s Design Director Jack Walmsley (Design Director at Broadwick) and his team, and Eoin Glaister (Stink Films), explores the bold synergy between bodybuilding and DRUMSHEDS - encapsulating a high-octane, adrenaline-fuelled spirit throughout. The campaign looks to break the mould; shifting from traditional new-season music announcements, and creating a concept that reflects DRUMSHEDS’ trailblazing reputation. Boasting over 608K square feet of versatile space, part of DRUMSHED’s beauty and uniqueness is its sheer size; the dedication and determination to get there is best reflected in the art of bodybuilding.   

This campaign springboards into the hench SS24 programming announcement with the likes of Chase and Status, Drumcode, Adam Beyer, Worried About Henry, Wilkinson, TS5 festival with Craid David, Radio 1 Essential Mix 30, Amelie Lens, The Hydra, Bonobo, False Idols, Our House with James Hype & Meduza all to play.

Broadwick in-house creative team, alongside campaign star Michelle Wilson and a host of other incredible names in the field, explore the parallels between the art of bodybuilding and DRUMSHEDS’ pioneering production; using the space’s huge sound systems, dramatic lighting design, and vast 15,000 capacity to create a campaign that celebrates sculptural beauty, dedication, and scale. Much like DRUMSHEDS, bodybuilding is a multifaceted subculture, filled with intriguing paradoxes and unexpected moments. It is a gruelling dedication to a singular pursuit of enhanced proportions; the never ending quest for perfection.

“We wanted to lean into our reputation for scale and do something weird and wonderful… DRUMSHEDS is not just a music space, it's the one of the largest culture projects London’s ever seen. With tongues firmly in cheek we wanted to embrace our oversized standing in the industry. It’s important to remind people what it takes to deliver at this scale," says Jack Walmsley, Design Director at Broadwick. 

"Having considered bodybuilding as my life path, I leapt at the chance to get sweaty with Broadwick Live. Very grateful for their trust throughout. And for the support of my buff crew, who turned some of my half-cooked ideas into a film I'm incredibly proud of. Special thanks to Michelle and Jim for all their flexing. And for gobbling so many eggs," adds  Eoin Glaister, Director at Stink Films.