We brought 35 creators together in London for two days of romance, science, and a little experimentation.

Upon arrival, creators received personalised room drops with branded items designed for 'get-ready-with-me' content, providing a range of thoughtful, content-friendly touchpoints from the moment they arrived. The group then attended a talent Q&A at The Soho Hotel with Lily and Tom, followed by an exclusive premiere screening at South Bank where they walked the carpet and captured content across two dedicated photo moments.

Day two included a perfume workshop with the Richmond Perfume School, where creators wore branded lab coats and crafted bespoke Olive or Adam fragrances in custom 100ml bottles and pink pouches. The event continued at The Library at One Birdcage Walk with a gobo, sketch artists, an editorial book nook, and a three-course dinner, concluding the London experience with an academic-themed touch.

23 international creators travelled to New York City for a programme featuring exclusive film access, science-inspired experiences, talent moments, and an event at the New York Public Library. Guests enjoyed a curated brunch with mimosas and laboratory-themed love-heart treats, followed by carpet content capture and an exclusive film screening at the Columbia University Forum. Creators also visited Olfactory on Bleecker Street to craft custom Olive and Adam fragrances in branded lab coats alongside a "Scent of the Season" installation, extending the experience beyond the workshop itself.

In the evening, 23 international creators joined local guests at the New York Public Library for a finale event featuring embossed bookmarks, a Love Juice perfume experience, custom scent cards, branded cocktails, sketch artists, and a DJ, all designed to encourage discovery, participation and content capture throughout the night. The centrepiece was a 30-minute cast panel with Lili Reinhart, Tom Bateman, and supporting talent, fully managed and designed by Substance, followed by an after-dark experience with music and dessert stations, creating a more social, high-energy finish to the evening.

The LA Screening featured "fake dates" for guests upon entry, pairing them with models and gifting them single red roses and themed tote bags before escorting them to their seats for a cast-introduced screening. In the lobby, attendees recreated the iconic key art alongside a Tom Bateman look-alike model, while a custom-branded vintage photo booth gave fans and talent printed photo strips to take home.

We brought The Love Hypothesis to life with an exclusive Prime Book Club screening for 100 guests at London’s Ham Yard Hotel, hosted by Ambar Lee with bespoke drinks, canapés, and immersive experiences celebrating the film and community. Guests received a gifting package with the novel, custom tote bags, bookmarks, stickers, and upcoming book previews. The experience gave guests a thoughtful introduction to the evening and a piece of The Love Hypothesis to take home.

At a hands-on craft station, guests made custom book holder bags with bespoke bookmarks and chains, blending reading culture with fashion to create a shareable keepsake. The event concluded with an exclusive screening and discussion hosted by Ambar Lee, bringing the BookTok community together, giving them the opportunity to share their reactions and connect over their love for the story.