### **Layers: A New Creative Agency Connecting Brands to Culture**
**Introduction to Layers**
In an exciting development for the creative landscape, **Finely Tuned** has launched **Layers**, a bold new full-service creative agency aiming to bridge the gap between brands and modern culture. Guided by a mission to facilitate authentic, meaningful connections, Layers is poised to revolutionize how brands engage with audiences in a rapidly changing media environment.
### **Who’s Behind Layers?**
**Simon Beckingham**, the visionary founder of Finely Tuned, heads Layers alongside an impressive roster of seasoned professionals. **Simon Hayward**, a co-founder renowned for his tenure at Rizer & Groundswell, and **Andrew Boon**, formerly the marketing lead at Anjunadeep and Sweat It Out, complete this dynamic leadership team. Collectively, they bring a wealth of experience from sectors including **fashion**, **tech**, **music**, **luxury**, and **lifestyle**. Their collaborations with high-profile brands such as **Louis Vuitton**, **Nike**, **Google**, and **Netflix** have set a standard for excellence.
### **A Philosophy Rooted in Connection**
Developed in collaboration with Finely Tuned—one of Australia’s leading independent event companies—Layers operates on a fundamental principle: **the most impactful brand experiences do not resemble marketing**; they feel like genuine connections. Finely Tuned has demonstrated this ethos spectacularly, even navigating industry uncertainties to deliver standout events like **Lost Paradise**, New South Wales’s sole surviving major four-day music festival, which is gearing up for its most successful season yet in 2024.
### **Showcasing Brand Activations**
Recent brand activations within Finely Tuned’s portfolio offer compelling evidence of their expertise. At **Lost Paradise**, brands such as **Red Bull**, **Diageo**, and **Better Beer** engaged festival-goers with immersive activations. One standout accomplishment, the in-house experience **Club Paradiso**, illustrated Layers’ knack for crafting conceptually rich branded environments. Additionally, at **Lost Sundays**, activations with Red Bull and Absolut further showcased their ability to create impactful brand moments, proving that when done right, marketing can resonate profoundly with audiences.
### **External Successes and Impactful Pop-Ups**
Beyond their flagship events, the Layers team excelled in executing notable external activations and pop-ups over the past year—most impressively, the **Peacock Lounge at Randwick Races** for the Australian Turf Club. Collaborations with brands like **Geely GO**, **Hibiki Suntory**, and the **Australian Museum Gala** underline Layers’ versatility and commitment to creating dynamic cultural experiences.
### **A Comprehensive Full-Service Model**
Layers builds upon the impressive track record of Finely Tuned, offering a full-service model encompassing **creative**, **strategy**, **production**, **content**, and **campaign delivery**. The focus is on collaborating closely with clients to craft culturally relevant, creatively audacious experiences that are strategically sound—from inception to execution.
### **A Vision for the Future of Brand Engagement**
Simon Beckingham, founder and managing director of Layers, shares his insight: “In a landscape where brands strive to connect with younger audiences—who are notoriously hard to reach through traditional media—Layers embodies a fresh approach. These audiences crave authenticity and are drawn to brands that resonate with their values.”
Andrew Boon adds, “We’ve been cultivating this audience for years, delivering everything from intimate shows to grand festivals. Our reliable execution and deep understanding grant us a unique advantage rooted in **trust and taste**.”
### **Final Thoughts and Future Opportunities**
Whether you’re looking for a bold brand moment, an immersive activation, or a long-term cultural campaign, Layers is here to facilitate meaningful connections. They focus on more than merely transactional interactions; they prioritize **presence** in the cultural conversation.
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