Finely Tuned, the company behind notable Australian festivals and cultural events, has launched Layers, a full-service creative agency aimed at helping brands engage with culture authentically and meaningfully.
Layers is led by Simon Beckingham, founder of Finely Tuned; Simon Hayward, former managing director at Rizer & Groundswell; and Andrew Boon, former marketing lead at Anjunadeep and Sweat It Out. The team brings experience from fashion, tech, music, luxury, lifestyle, and entertainment sectors, having worked with clients such as Louis Vuitton, Veuve Clicquot, Nike, Google, Netflix, the Australian Open, and Red Bull.
Developed in partnership with Finely Tuned, Layers is founded on the belief that effective brand experiences feel like genuine connections rather than traditional marketing. Finely Tuned has maintained success despite industry challenges, notably with Lost Paradise, NSW’s only enduring major four-day music festival, which is set for its most successful 2024 season.
The agency’s recent brand activations at Lost Paradise involved partners like Red Bull, FELLR, Diageo, Better Beer, Beer Farm, and 4 Pines, featuring highly engaging activations. Their in-house creation, Club Paradiso, demonstrated their ability to craft immersive branded environments. At Lost Sundays, Finely Tuned delivered activations for Red Bull and Absolut, further showcasing their expertise.
Beyond these events, the team has executed high-profile activations and pop-ups, including the Peacock Lounge at Randwick Races for the Australian Turf Club, alongside Geely GO, Hibiki Suntory, and the Australian Museum Gala.
Layers offers a comprehensive service from creative concept to campaign delivery, focusing on cultural relevance, creative ambition, and strategic precision. The agency collaborates closely with clients to create impactful brand experiences.
“At a time when brands seek to connect with younger, highly connected audiences who are hard to reach via traditional media, Layers offers a new approach,” said Simon Beckingham, founder and managing director of Layers. “These audiences value authenticity and presence in the spaces they care about.”
Andrew Boon, creative and marketing director, added, “We’ve engaged audiences through events from intimate shows to large festivals, consistently delivering experiences people want to join. This foundation builds trust and ensures reliable execution.”
Layers aims to assist brands in creating bold moments, immersive activations, or sustained cultural campaigns to foster meaningful connections beyond digital platforms.