Part of the Crucial FX group
Fifteen years of delivering live, in one take.
XOrdinary is part of the Crucial FX group. That single fact explains a lot about how we work.
Since 2011, Crucial FX has been building live experiences at the biggest scale, worldwide, for the world's biggest brands: Google, Apple, Dyson, Nike, Adidas, Reebok, HP, Huda and Philips among them. Product launches, brand moments, live broadcast, rooms where the audience is standing there and there is no second take.
The special interest has always been interactivity: experiences that respond to the people in front of them. That thread runs from Crucial FX's earliest work straight into everything XOrdinary builds today.
The scale has been the biggest there is. Projections for the King's Coronation. Live television projection with the BBC on election night, rendered and delivered while the country watched. Work where the engineering discipline of broadcast meets the craft of spectacle.
That is what the group brings to the show layer of visitor attractions: creative and technical teams that have spent fifteen years being judged live, budgets treated with respect because live work allows nothing else, and systems engineered for the moment that matters rather than the demo that flatters. When we say an attraction should run at day-one standard every day, it's because we come from a world where every day is day one.
Visit crucial-fx.com →A little of it, over the years.
