TEDxSydney hub


How to bring an event to life

Brittany Lee Waller

TEDxSydney 2018 · 15 June 2018

With a sell-out crowd at this year’s TEDxSydney, we wanted to learn a bit more about what it takes to bring an event of this scale together. Below we chat with Laura Roberts, Managing Director APAC from INVNT, live brand storytelling agency and our wonderful event partner.


How did you bring the theme of ‘Humankind’ to life at this year’s TEDxSydney?

TEDx is arguably the most influential platform in the world for idea sharing and storytelling and we share the same ambition of inspiring like-minded creative and curious audiences.

This year’s theme ‘HumanKind’ was fascinating; with 18 speakers sharing their perspective on technology, creativity and compassion. We continued to explore the blurred lines between humans and technology off-stage at The Hub. This year the live audience had over six virtual reality experiences to try, witnessed 3D printers in action, engaged with robots, discovered the future of food whilst sipping on insect tea and sampling bug hummus.

Sustainability continued to be an important theme. We eliminated the need for disposable cups by using Globelet – who provided a reusable cup system whereby all cups were collected, washed and re-used on site.  There was so much to see, do, learn and experience in The Hub.


Storytelling is at the core of what you do, why is this so important for live events?

In an era of media disruption, it’s essential to find new ways to cut through all the clutter and the noise in meaningful ways. Live brand storytelling has an unsurpassed ability to take audiences on an unforgettable journey; the power to move people from strangers to tribes, from data-points to brand believers.


What makes INVNT different from other event production companies?

INVNT was originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, where I was one of the agency’s founding members.

From day one, we set out to be the best live brand storytelling agency in the world. Since our inception, we have been driven and inspired by our unique positioning statement “challenge everything”, which has set us apart from other event production companies and has seen our roster of clients grow worldwide to include a number of major multi-national household names.


What does your role entail at INVNT and what are you passionate about?

I’m absolutely thrilled to be leading INVNT’s APAC efforts, building the Sydney office and nurturing our growing international team of strategic, creative, service-minded professionals. Coupled with our killer tribe of INVNTers is our proprietary creative process and design methodology INVNTion™, which allows us to conceptualise, design and produce highly customised and authentic events, regardless of the country, culture language, venue or target audience.

INVNT was proud to partner with TEDxSydney as the event agency, which turned out to be the biggest event and audience to date.


Photo by Catherine McElhone

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