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The
Devil’s
Thumb

The Devil’s Thumb

The Devil’s Thumb

Prologue

The Devil’s Thumb is the third in a trilogy of agencies created and run by Nigel Scott.
It’s a journey that started before the words ‘experiential marketing’ had been invented, and it’s been one hell of a ride.
For over 30 years, the mind behind The Devil’s Thumb has been creating compelling narratives, gripping emotional connections and thought provoking experiences.
The two previous agencies have done lots of interesting stuff, but that’s all behind us. And now, after a five year hiatus as President of Midnight Circus (a ground breaking experiential design agency), it’s time to change the landscape again.
And in the meantime, I am working at the intersection of leadership behavior and experiential training with the People Puzzle Experience.

Our
Thinking

Our Thinking

Our Thinking

Creating Experiences

We create experiences for today’s world – something real, something digital, physical, artistic or cultural; something to watch, something to sense and something to immerse yourself in. We believe in a simple equation of Breadth + Connections = Originality. It is within this framework that we find the perfect intersection where creativity joins forces with culture, commerce and business acumen.

We’re not looking at what experiences have worked for other brands and how we can steal those ideas to work for you. We’re looking at what psychologists, architects, cartographers and linguists are telling us about how the world is operating, and apply that knowledge to your business problem to find a compelling solution.

The Devil’s Advocate

Sharp Minds, Devilish Ideas

Sharp Minds,
Devilish Ideas

  • 01

    Journey

    An immersive installation in Trafalgar Square to highlight the ‘Journey’ of human trafficking. Created for the Helen Bamber Foundation, using a collection of curated shipping containers in collaboration with, amongst others, Emma Thompson, Sam Roddick and Anish Kapoor.

    Read more

  • 02

    Think Tank

    A project for IHG / Crowne Plaza Hotels, celebrating 'the maverick’, this creative saw us collaborate with a number of artists, designers, thinkers and musicians, including Stefan Sagmeister.

    Read more

  • 03

    Jack's Birthday

    For 15 years, we crafted bespoke music experiences for Jack Daniel’s, highlighted by an annual October birthday event featuring major artists. Supported by 360° marketing—including in-bar, retail, social, digital contests, and PR—the shows alternated between Lynchburg, TN, and the UK.

    View short video

  • 04

    The House

    An award-winning behavioral and culture training program for Vodafone, featuring 13 bespoke environments where cohorts of 12 spent 2.5 days immersed in the corporate leadership vision. This was the beginning of the People Puzzle experience.

    People Puzzle

  • 05

    The Manwash

    A bit of fun for Unilever and their Lynx brand.  The name of the campaign is all you need.

    See it in action

Circus
Freak

Circus Freak

Once at midnight...

And while at Midnight Circus we were responsible for astounding work for Up Cannabis and both CONMEBOL at the World Cup 2022, Doha tournament, and the launch of the W Hotel in Toronto.

Up Cannabis

Flipping The Cannabis Narrative UPside Down

Up Cannabis, part owned by The Tragically Hip, was a unique brand in the emerging cannabis market of 2017. Midnight Circus were tasked with creating demand and a database of customers through a series of startling festivals that toured the country. Our creation of the UPside Down House was a beautiful and captivating way to deliver on this mandate, and all within the strict legal framework of the industry.

Watch video

Up Cannabis

Flipping The Cannabis Narrative UPside Down

Up Cannabis, part owned by The Tragically Hip, was a unique brand in the emerging cannabis market of 2017. Midnight Circus were tasked with creating demand and a database of customers through a series of startling festivals that toured the country. Our creation of the UPside Down House was a beautiful and captivating way to deliver on this mandate, and all within the strict legal framework of the industry.

Watch video

Up Cannabis

Flipping The Cannabis Narrative UPside Down

Up Cannabis, part owned by The Tragically Hip, was a unique brand in the emerging cannabis market of 2017. Midnight Circus were tasked with creating demand and a database of customers through a series of startling festivals that toured the country. Our creation of the UPside Down House was a beautiful and captivating way to deliver on this mandate, and all within the strict legal framework of the industry.

Watch video

CONMEBOL

An Oasis In The Desert

CONMEBOL needed to do something dramatic to catch the attention of their travelling fans during the FIFA World Cup 2022, Qatar and told us to create an experience that would be the number one Trip Advisor recommendation in the country. It had to be rooted in the truth about South American football and the passion of their fans.

CONMEBOL

An Oasis In The Desert

CONMEBOL needed to do something dramatic to catch the attention of their travelling fans during the FIFA World Cup 2022, Qatar and told us to create an experience that would be the number one Trip Advisor recommendation in the country. It had to be rooted in the truth about South American football and the passion of their fans.

CONMEBOL

An Oasis In The Desert

CONMEBOL needed to do something dramatic to catch the attention of their travelling fans during the FIFA World Cup 2022, Qatar and told us to create an experience that would be the number one Trip Advisor recommendation in the country. It had to be rooted in the truth about South American football and the passion of their fans.

W Hotel

Secrets of the luxury traveller

W Hotels tasked Midnight Circus with the creation of an intensive and intentional 3.5 hour choreographed journey through the rooms, food and leisure services of their new hotel in Toronto. Some deep research revealed the hidden lives of luxury travellers and the behavioural secrets of their time behind the door. We took this and amplified it into a sumptuous experience that saw unique moments across suites, the gym, the music studio and their three different bars and restaurants. A glorious time.

W Hotel

Secrets of the luxury traveller

W Hotels tasked Midnight Circus with the creation of an intensive and intentional 3.5 hour choreographed journey through the rooms, food and leisure services of their new hotel in Toronto. Some deep research revealed the hidden lives of luxury travellers and the behavioural secrets of their time behind the door. We took this and amplified it into a sumptuous experience that saw unique moments across suites, the gym, the music studio and their three different bars and restaurants. A glorious time.

W Hotel

Secrets of the luxury traveller

W Hotels tasked Midnight Circus with the creation of an intensive and intentional 3.5 hour choreographed journey through the rooms, food and leisure services of their new hotel in Toronto. Some deep research revealed the hidden lives of luxury travellers and the behavioural secrets of their time behind the door. We took this and amplified it into a sumptuous experience that saw unique moments across suites, the gym, the music studio and their three different bars and restaurants. A glorious time.

Contact
Us

Contact Us

Contact Us

Connect with Me

“Strap a piece of toast -buttered side up- to the back of a cat. Throw the cat out of the window… Will the cat land on its feet or will Murphy’s law apply?”

These are the things The Devil’s Thumb thinks about. If you’d like us to think about your business problems and design a unique solution, connect with me. It’s better the devil you know.

Connect with me on LinkedIn

Connect with me on LinkedIn

LinkedIn

nigel@devilsthumbagency.com

nigel@devilsthumbagency.com

nigel@devilsthumbagency.com

437.344.6843

437.344.6843

437.344.6843