In 2011 Lord Alan Sugar was about to release a new book, “The Way I See It”. In order to create mass awareness on social media Guided Collective came up with the idea of live streaming a Twitter book signing.

The day before the signing, he invited his Twitter followers to tweet rants at him… the ones that struck a chord would get rewarded by receiving a signed book with dedication to the lucky Twitter user – all broadcast live via Livestream so that winners could see him sign their book live.

The campaign trended for almost 24 hours and racked up 350,000 tweets in that time. The innovative concept won a Guardian Award for Digital Innovation in 2012.

We arranged the infrastructure and technical support for this event (lighting, cameras, live video feed).


Agency: Guided Collective / This way up

Produced & Directed by
Saulo Jamariqueli

Camera Operator
Arash Fatehi

Sound mixing
Saulo Jamariqueli