We create pop-ups, event activations, and retail experiences to connect brands with music, fashion, and youth culture.
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Sheertex
Glossier
EVO Hair
AVA Festival
Vuori
IMMERSE
AVA London By Day
AVA London By Night
Paired
ISLES
Annie Mac
Red Bull
Native Instruments
AVA Castle Party
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Sarah McBriar
Founder & Creative Director
After six years at Manchester City Football Club, building their non-match day tourism & activating the FA Cup & Premier League Trophy globally – Sarah founded AVA & UP! Productions. AVA stands for Audio-Visual-Arts: a festival, conference and grassroots organisation spanning over eight editions in Belfast, London and over 50 satellite events between Manchester, Glasgow, Mumbai, Amsterdam & Dublin.
Experienced in managing large-scale budgets and top-tier talent, coupled with a community-led programming approach, Sarah brings a wealth of experience & direction to big productions, festivals & activations. Known for her “innovative & bold” approach to projects her leadership has secured the Innovate UK award in 2020. Sarah is a qualified Prince II Project Manager, & Lecturer at CSSD London, producing the University’s first online Creative Producing course.
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![Sarah McBriar, Founder & Creative Director of UP! Productions, seated in a dark coat with white detailing.]()
Sarah McBriar
Founder & Creative DirectorAfter six years at Manchester City Football Club, building their non-match day tourism & activating the FA Cup & Premier League Trophy globally – Sarah founded AVA & UP! Productions. AVA stands for Audio-Visual-Arts: a festival, conference and grassroots organisation spanning over eight editions in Belfast, London and over 50 satellite events between Manchester, Glasgow, Mumbai, Amsterdam & Dublin.
Experienced in managing large-scale budgets and top-tier talent, coupled with a community-led programming approach, Sarah brings a wealth of experience & direction to big productions, festivals & activations. Known for her “innovative & bold” approach to projects her leadership has secured the Innovate UK award in 2020. Sarah is a qualified Prince II Project Manager, & Lecturer at CSSD London, producing the University’s first online Creative Producing course.
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