To celebrate the launch of the new word play game, ‘AlphaBetty Saga’ King Digital Entertainment wanted to install a 6m tall ‘cheese’ letter at the South Bank Centre, London. Following from this, a partner ‘cheese’ letter also appeared overnight for one day in late June 2015 in Times Square, New York.  There was the chance for one lucky winner to win a trip to San Francisco with a hot-air balloon ride over the Nappa Valley as a reward for helping AlphaBetty Saga characters Alpha, Betty, and Barney find the letters by sharing a picture of themselves and the letter with the #LostLettersComp.


GTMS were asked to design and construct the letters so passers-by could explore the letters, climb to the top via the internal staircase, capture their own images and spell out their name with AlphaBetty Saga tiles.


GTMS structurally designed both the London and New York letters as well as built and installed the London letter. The letter was constructed from steel and clad with plywood before being applied with several coats of cheese coloured paint. Due to time limitations, the giant letter was built in three sections, to ensure it could be installed within the tight window of six hours.

"I've known Dominik and the team at GTMS for over 5 years now. They are absolutely brilliant every time we work together! Our last activation together (June 2015) was an international build on a large scale for King Games, the founder of Candy Crush. Their attention to detail was and is always excellent! Build production advice and recommendations is given from a true understanding of the industry. One thing that keeps GTMS at the forefront of my production mind is their ability to work creatively and then deliver these ideas through a well skilled and talented in-house design team."

Production Manager - 1000 Heads