How Carmex Put The Scribbler at the Centre of Their Love Island All Stars Event

Client: Carmex

Carmex needed an activation that matched the energy of their Love Island All Stars partnership. The brief was simple: create a moment at the event that guests would share, that carried the brand, and that felt premium without feeling corporate.

They chose The Scribbler. Here's how it came together.

The Setup

The Scribbler was fully wrapped in Carmex branding: the distinctive red and yellow, the floral wrap, the logo front and centre. It wasn't a generic activation with a logo slapped on. The installation was built around Carmex's visual identity so that every clip produced at the event was unmistakably theirs.

The Scribbler fully wrapped in Carmex branding at the Love Island All Stars event

The Scribbler dressed in full Carmex branding: floral wrap, logo panel, and yellow LED frame

The floral wrap wasn't accidental. Carmex's campaign visual language for the Love Island activation leaned into a garden-party aesthetic: pinks, deep reds, natural textures. The Scribbler wrap matched it exactly. Guests walking past didn't see a photo booth. They saw a centrepiece that belonged in the room.

Samie Elishi on the Activation

Samie Elishi (@samieelishi), Love Island All Stars winner with 1M Instagram followers, was among the guests at the event. She used The Scribbler. Not as a paid placement. Not as a contracted appearance. She picked up the marker and used it.

She was joined at the activation by her make-up artist Lielle Neury (@lielle_mua). Together they produced exactly the kind of content the activation is designed to generate: two people in the room, fully engaged, creating something that goes straight to their audiences.

Samie Elishi and Lielle Neury at The Scribbler activation at the Carmex Love Island All Stars event

Samie Elishi and her MUA Lielle Neury at the activation, with the Carmex frame and floral border visible throughout the clip

The Scribbler unit showing Samie Elishi's clip on the branded Carmex display

The Scribbler unit displaying Samie's clip: yellow Carmex frame, floral surround, logo locked at the bottom

That's the thing about The Scribbler at events with talent. When the activation is designed well and the output is genuinely good, people with audiences use it because they want to, not because they're paid to. The content that comes out of that is worth more than any sponsored post, because it's real.

When the activation is designed well, people with audiences use it because they want to. That content is worth more than any sponsored post.

Why This Brief Called for The Scribbler

Carmex could have gone with a standard photo booth. They didn't. The reason is straightforward: a photo booth produces a static image with a logo on it. The Scribbler produces a video of a guest actively engaging with the brand, writing something personal, and sharing it with their audience.

For a brand like Carmex, built around personality, pop culture, and emotional connection, the write-on format was the right fit. Every clip from the evening had a guest saying something in their own voice, on a surface that was unmistakably Carmex. That's brand integration, not brand placement.

Olivia Hawkins writing on The Scribbler at the Carmex Love Island All Stars event

Olivia Hawkins at the Carmex Love Island All Stars event

Olivia Hawkins (@livhawkinss) at the activation

Who Was in the Room

The guest list was built around the Love Island world and the wider beauty and lifestyle influencer space. Of the guests who used The Scribbler, five are confirmed with audience data:

Confirmed combined reach from named guests alone: 5.7M+ across Instagram and TikTok.

Samie Elishi (@samieelishi). Love Island All Stars winner. 1M Instagram followers.

Olivia Hawkins (@livhawkinss). Love Island series 9. 392K Instagram, 245K TikTok.

Miah Carter (@miahcarterrr / @miahhcarter). Content creator. 237K Instagram, 3.3M TikTok.

Lielle Neury (@lielle_mua). Samie's make-up artist on the night. 25.1K Instagram.

Toby Salvietto (@toby_salvietto). Freelance MUA, editorial and bridal. 7.3K Instagram.

Beyond those five, a wider group of influencers, UGC creators and press attended the event, a number of whom also used The Scribbler. Not all contact details were captured on the night, so the total organic reach from the activation is higher than the confirmed figure above. A conservative estimate across all guests who produced and shared content puts the combined audience exposure well above 6M.

The Clips

These are the actual outputs from the evening, unedited, straight from the activation.

What It Delivered

The activation ran through the evening, processing guests continuously. The branded clips went out on personal channels through the night and into the following days. With talent like Samie, Olivia and Miah in the room, the organic reach extended well beyond the venue.

The Carmex branding was present in every clip, not as a watermark, but as the surface the guest was writing on. That's a different level of brand visibility than an overlay or a frame. It's woven into the content rather than applied on top of it.

What Brands Can Take From This

The Carmex activation is a strong example of how to brief an experiential installation correctly. The branding wasn't an afterthought. It was designed into the activation from the start. The guest experience was premium. The output was shareable. And the talent in the room delivered organic reach that multiplied the event's value well beyond what a static photo setup would have produced.

If you're planning a brand event with talent or influencer guests, the question to ask is not "do we need an activation?" It's "what does our activation need to produce?" If the answer is branded content that guests share voluntarily, The Scribbler is built for exactly that.