Skip to content 
Drawing a crowd: Kleenex x Mr Doodle at Outernet London
A six-hour live-streamed art performance inside a giant glass tissue box, in the middle of the UK’s most-visited cultural attraction. Here’s how we kept every mark, every word and every camera line pin-sharp.
Client
Kleenex (Kimberly-Clark)
Event Type
Brand activation · live art installation · shoppable livestream
Date 3 May 2025
Venue
Outernet London
Services
Staging, PA system , Handheld microphones , Live streaming, AV hire & technical production.
The challenge was keeping a busy public event clear, audible and camera-ready
Outernet London is not a standard event room. It is a working, public-facing digital venue on Tottenham Court Road, the most visited cultural attraction in the UK, with footfall moving through it all day. Building a controlled broadcast environment inside it while keeping the space open to the public was the core challenge.
A livestream is unforgiving. There are no retakes when thousands of viewers are watching a pen touch glass. The setup had to support several things at once:
- A live artist working inside a transparent box and drawing in response to real-time audience prompts.
- A rolling public audience watching, filming and pressing in for selfies.
- Presenters roaming with handheld microphones for six hours of unscripted live broadcast
- Cameras capturing Mr Doodle, the presenters, the cube and the crowd, cleanly and continuously
- Large Outernet screens showing the live artwork and wider campaign visuals
- Clear sound in a busy public atrium
- Safe staging around a large installation with constant visitor movement
None of that could look heavy or distracting. The audience needed to focus on Mr Doodle and the Kleenex box. The production had to stay clean, controlled and completely dependable in the background.
EMS Events delivered the full technical setup for the live activation
EMS Events supplied the staging and technical backbone that held the day together.
The stage was built as a clean, camera-ready platform that framed the giant Kleenex-style installation, worked from every angle for the crowd on the floor, and stayed on-brand for the wider campaign visuals. Around it, our PA system delivered even, intelligible sound across a busy public atrium, a much harder job than a fixed conference room, because there was no acoustic seal against the venue itself.
Presenters worked the space on our handheld microphones for the full six hours, moving between the cube, the crowd and the camera positions as they took prompts from the livestream chat and reacted live. Reliable microphones, with no dropouts or loss beneath the ambient crowd noise, were non-negotiable for a broadcast of that length.
For the live streaming, we planned camera positions and the sound feed alongside the streaming setup that carried the broadcast to TikTok. Lighting was carefully balanced to illuminate the glass without creating reflections or lens flare, an important detail on a transparent structure surrounded by bright Outernet screens.
All of this was delivered end to end by our in-house team, with no dry-hire handover and no freelancer patchwork. We employ more than 30 in-house staff and hold 30,000 pieces of equipment in Central London specifically for jobs like this, where a last-minute adjustment on the day cannot become a phone call to a supplier three counties away.
What we provided
Stage hire
A clean, brand-ready platform framing the giant Kleenex-style installation.
PA system hire
Clear, evenly balanced sound across a busy public atrium.
Handheld microphone hire
Roaming presenter mics for six hours of live, unscripted broadcast.
Live streaming
Camera positions, sound feed and streaming setup for the six-hour shoppable TikTok broadcast.
Lighting support
Tuned to flatter glass without flaring the cameras or overpowering the artwork.
Camera-line planning
Sightlines were kept clean as the crowd grew around the cube.
Sound balance
Presenters, music and ambient crowd noise held in balance for the length of the broadcast.
On-site technical production
In-house crew managing the details that let the creative idea lead on the day.
Client Feedback
EMS Events were calm, organised and reliable from setup through to the live event. With so much happening around the installation, their team kept everything running smoothly in the background and made the whole experience feel controlled, professional and easy to deliver. Kleenex….
Six hours live, with no second take
Across the day, Mr Doodle filled the cube’s walls in response to prompts submitted by TikTok viewers, while presenters kept the broadcast moving on our handheld microphones. What looked spontaneous was quietly precise: lighting that flattered glass without flaring the cameras, sound balanced between presenters, music and a noisy room, and camera lines that stayed clean as the crowd grew around the installation. The cube began the day as clear Perspex. By session three, every wall was dense with doodles.
Moments From The Night
The final outcome
By the final session, the cube had gone from clear glass to a dense, joyful sprawl of doodles, and a one-day, one-location performance had reached an audience of millions online. The campaign went on to win gold in the Media: CPG and Food & Beverage category at The Drum Awards.
For EMS Events, the win was simpler: six hours live, in public, without the audience seeing a single moment they were not meant to see. The lighting held. The mics held. The sound feed held. The cameras held their lines. The stage stayed stable through hours of foot traffic, crew moves and a working artist inside a transparent structure. Nothing broke. Nothing rattled. Nothing pulled focus from the idea itself.
That is really what strong technical production is for. The audience remembered the doodles, the tissue box, the artist, the crowd, the moment. Nobody in the venue or on the livestream thought about the stage, the PA or the camera rig, which is exactly what the client was paying for.
Bring Your Next Live Event to Life With EMS Events
To discuss LED video walls, stage lighting, or full event production, get in touch with our team.