Here East recruits hand-crafted robot to target tech, creative and making communities with its marketing strategy

Here East has roped in 40 crew members, a six tonne, 30 foot technocrane, a 4K drone and one hand-crafted robot to launch its marketing strategy in a promotional film highlighting the spirit of invention and discovery that lies at the heart of its offering to the tech, creative and making communities.

Conceived by creative agency Poke and directed by The Theory at Nexus, the film aims to capture the attention of entrepreneurial, creative businesses looking to scale as well as those more experienced.

“We wanted to showcase the scale of our ambition and the values that lie behind Here East,” explained Gavin Poole, CEO of Here East. “From concept to final cut, this film was inspired and created by the fantastic array of talent that exists in East London.”

The film features a double-life size robot designed and developed by John Nolan Studio in Stoke Newington. Nolan said of the project: “Here East was a dream project for us. An opportunity to build the ultimate robot, something we know and can identify with, something we see every day…a human. And to be considered as one of East London’s makers in a project like this was incredible – the chance to create the voice of Here East.”

Here East has been made possible following the London 2012 Olympic Games and is based at the former Press and Broadcast Centres at Queen Elizabeth Olympic Park.

Tom Hostler, founding partner of Poke, commented: “Here East is a bold and ambitious development, which demands a bold and ambitious approach to brand communications. This film is a rallying call to the creative and maker communities to create excitement and bring Here East to their attention, explain the purpose and intent of the brand – and, by using an all-local supply chain, demonstrate its commitment to the economic uplift of East London.”

Here East provides a dedicated place for companies and individuals who embrace cutting-edge technology. The aim is to become a world-class creative and digital cluster, and it is already home to BT Sport. Key tenants include Loughborough University, Hackney Community College and Infinity SDC.

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