Angels, Artists and Activations Agency return with magnetic energy to join the dots between people and brands across every corner of this year’s festival.

Following a successful partnership in 2024, HEL’s is back to bring the energy, polish, and people power to MAD//FEST 2025. As the official staffing partner for the second year running, “we’re proud to be trusted once again to deliver the talent behind the scenes, and out front” says HEL’s Founder, Helen Hanson.

“We love being part of MAD//FEST because it champions bold thinking, real conversation, and the kind of live moments that stick. It’s a space where creativity and commerce collide, and that’s where our teams thrive.”

HEL’s is an award-winning independent agency with nearly three decades of experience delivering live brand experiences. Since 1996, the team has specialised in experiential campaigns designed around one core belief: that real human interaction is still an undeniably powerful marketing tool. As well as delivering brand-focussed staff, HEL’s have an exceptional roster of talent, from actors to make-up artists and costume designers who are hand-picked for every client’s event; and their network and knowledge of experiential events has landed them successful activation productions, creating cohesion and expert communication across their client campaigns.

At last year’s festival, HEL’s worked alongside brands such as Heineken, Lego, Guinness, and Coca-Cola. This year, they’re looking forward to sharing the space with another inspiring line-up of established creative brands and playing their part in bringing the festival energy to life.

With a keen eye on the details and an intuitive understanding of live environments, their team blends seamlessly into the day, they are ready to solve problems, answer questions, and lift the energy when it’s needed most. It’s that mix of calm capability and contagious enthusiasm that sets them apart.

“Being involved gives us a front-row seat to the innovation shaping the industry, while placing us right at the heart of the energy and ideas that push our own campaigns forward.”

“Our Angels aim to attract, engage and energise the space across the Truman Brewery as they welcome and guide guests. Being the force behind the hype and serving as the glue that brings everything together, they will come with a balance of warmth, professionalism, and instinct that makes the experience smoother, more enjoyable, and leaves a lasting impression.”

“In an increasingly digital world, it’s the people and the connections they spark, that bridge the gap for brands.  And that’s exactly what our Angels will be doing at this year’s MAD//Fest. Switched on and ready to connect, they’ll be on the ground to guide, support, and elevate your experience.

Come and say hello, we can’t wait to be supporting another year of creativity and collaboration.

We look forward to meeting some new faces!”

Find out more about how last year HEL's helped deliver the most successful MAD//Fest yet.