The Santa Claw


For the ultimate Christmas spectacle, our Experiential team were trusted to create a larger than life human claw machine, inspired by the classic arcade game, for both an on-air talent shoot and a festive experiential activation in London.

To pull off a physical concept on this scale we had to get creative, working with best in class stunt production, rigging and branding suppliers to bring the Santa Claw to life, resulting in only the second ever human claw machine activation seen in the UK. The 9m x 5m x 7m structure was first installed for a dedicated Capital content shoot with on-air and guest talent.

We then brought the Santa Claw to Leicester Square, working with WCC and our team of suppliers to create  a free to participate and win activation for the public in the peak week before Christmas. 

The finished creation was a visual spectacle, drawing consistently large crowds and maximising awareness and buzz. The Santa Claw is just one example of Substance’s ability to create one of a kind, custom build solutions and memorable brand experiences.

  • 1 flight every 4 minutes
  • A constant crowd and queues reaching 90 minutes
  • 100+ prizes given out
  • Over 2 million views across social media

More Work

To celebrate all episodes of Yellowjackets Season 2 now streaming exclusively on Paramount+, we recreated the show’s iconic cabin for a 2-day public event at London’s Observation Point.




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