Case Studies

Magic on Ice

AM Live's response to the cancellation of in-person events in 2020, maintaining the magical tradition of musical shows on ice for families at Christmas time.

The Challenge

How to bring Magic on Ice to Fans during a pandemic? With the cancellation of live shows in 2020, AM Live had rethink how to bring live programs to the public. The goal was to ensure that the magic of ice theatre shows at Christmas would still be able to bring smiles to families, schools and businesses during a particularly grave year


Create an original 100% digital platform, that would bring the world of AM Live shows into the comfort and safety of the home, enabling parents and children to bond while watching the program together.



In just a few months, we developed a digital platform (, with paid access, containing recordings of the musical shows "Peter Pan on Ice" and "The Wizard of Oz on Ice", re-edited with special effects for more interesting screen viewing.

More than 10 hours of educational content were also made available, ensuring multiple hours of entertainment for the whole family: karaoke, games, audio stories, recipes, choreographies, etc. Presented in the form of an Adventure Diary, participating in these activities ensured a balance between on and off screen time.

Different portals were created to give separate access to different audiences: families, companies (replacing Christmas offers) and schools.

The partnerships with SIC and the Trust In News publishing group, benefited this project with a widespread promotional campaign in print and TV.


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