Sweet Orange is led by a multidisciplinary team of creative technologists, music producers, and strategic innovators - each bringing deep expertise in live events, technology infrastructure, and artist development.

the Team

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  • Executive Producer

    Chief Innovation Officer (CIO), iSPARX™
    www.isparx.group
    www.artivist.co.nz
    www.guerrillamedia.agency

    Joff leads creative and strategic innovation across the Sweet Orange platform, including the integration of AR+IQ technologies. His multidisciplinary background spans digital arts, immersive experiences, and global production leadership.

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  • Strategy

    Toni Lea is a strategist with a strong focus on wellbeing, people and the human impact of relationships. She brings a people-first perspective to strategy, helping ensure innovation is not only commercially and operationally sound, but designed around positive experiences for the people who use it. Her approach considers wellbeing, inclusion and meaningful engagement alongside business objectives, helping shape experiences that feel intuitive, respectful and genuinely useful. Within Sweet Orange Toni provides an important human-centred lens as physical and digital experiences become increasingly connected.

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  • Production Manager, NJL Productions
    www.notjustlights.com

    Aaron manages the production and technical delivery of immersive experiences for NJL Productions and Sweet Orange. Working across live events, installations and experiential projects, he coordinates production requirements, technical systems and on-site delivery. His role supports the integration of lighting, spatial media and interactive technologies, helping translate creative concepts into reliable physical experiences.

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  • Producer & Regional Director

    “making pictures sing” songwriter & musician, studio engineer & producer - commercials, music & live; ATMOS & spatial; Antony Smith aka AntSmif.

    AntSmif is a veteran producer with decades of experience in live events, festival coordination, and music industry logistics. He leads Sweet Orange’s regional execution and partnerships, bringing creative vision and operational leadership to the platform’s rollout.

    www.antsmif.com

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  • Designer

    Audrey supports the design and creative development of AR+IQ experiences. She works across visual design, user experience and digital content, helping translate complex spatial and AI technologies into clear, intuitive interactions. Her work contributes to a consistent design language across iSPARX™ products, with a focus on accessibility, cultural context and meaningful engagement.

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  • Technician / Statistician / Educationalist

    Oscar Holyoake is a maths teacher with a background spanning statistics, live production technology and immersive media. Before teaching, Oscar was a leading LED technician with Monstavision, building and operating large-scale LED systems for productions including the All Blacks, Black Caps, TVNZ News and Dancing with the Stars. He was also an early pioneer in 360° video capture and editing, contributing to award-winning immersive work. With a sharp statistical mind and deep technical experience, Oscar brings an unusual mix of analytical thinking, practical production knowledge and emerging-media expertise. And with that statistics background, you probably wouldn’t want him at your poker table.

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  • Chief Technology Officer (CTO), iSPARX™
    www.isparx.group

    James oversees the architecture and technical delivery of the Sweet Orange ecosystem. With a background in scalable infrastructure, cloud systems, and machine learning, he ensures platform reliability, performance, and innovation.

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  • Principal & Executive Creative Director (ECD)

    Scott leads the creative direction and experience strategy for AR+IQ. With decades of experience across advertising, film, television, fashion and entertainment, he brings a strong focus on storytelling, culture and audience engagement. He shapes how AR+IQ translates spatial computing and AI into immersive experiences that connect brands, creators and audiences with the physical world. 

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  • Lead Designer, iSPARX™
    www.coleholyoake.com

    Cole is responsible for the visual design and user experience across all Sweet Orange applications. His design philosophy prioritises clarity, engagement, and accessibility, creating an intuitive interface for both fans and professionals.

Te Puna Creative Hub ~ THE OCTAGON
Te Kaunihera o Tāmaki Makaurau Auckland Council
8/14 Henderson Valley Road, Te Kōpua Henderson, Auckland tepunacreative.com

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Crowd gathered outside the Te Puna Creative Hub building, with people standing and socializing beneath a cloudy sky.
Long hallway with a red carpet, golden curtains on both sides, modern chairs, potted plants, and hanging chandeliers with exposed bulbs, ceiling lighting with teal panels.
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Interior of a restaurant or cafe with a wooden ceiling and unique hanging pendant lights, large windows, and seating arrangements.
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Empty restaurant or cafe with tables and chairs, large windows, and a bar area in the background.
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A conference room with a long wooden table and eight black leather chairs, a wall-mounted TV, and shelves with decorative items.
Interior view of a modern dining area with a brick wall, a long tufted gray banquette, black dining table, and wall-mounted lights.
Empty dance studio with wooden flooring, dark curtains, and string lights hanging from the ceiling.
Empty indoor stage with wooden floor, black curtains, and overhead lighting in a large hall or theater.
Empty theater stage with seats and steps leading up to the stage, in black and white.
Empty indoor basketball court with wooden flooring, white walls, and black folding chairs in the foreground.
Empty indoor gymnasium or performance space with a wooden floor and tiered seating at one end.
Crowd of people gathered in a large indoor event space with a stage and projection screen
Empty black box theater with a wide stage, black curtains on the side, and stage lighting rig above.
Empty photo or film studio with green screen backdrop and black curtained walls
Empty indoor stage with lighting and rigging overhead
 
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*CREATIVE HUB
AUCKLAND NEW ZEALAND

*powered by iSPARX™

 
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*PRODUCTION HOUSE
AUCKLAND NEW ZEALAND

*powered by iSPARX™

 
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*exclusive agency
Bondi Beach NSW 2026

 
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*art haus / studio
JARAHDALE PERTH WA 6124

SweetOrange.App is a Toi Agency Limited (Guerrilla Media Agency) JV with primary partners NJL Productions, iSPARX™ (Aotearoa/New Zealand), NVLP/ Ferocious (Australia) & Studio HITA (Indonesia).
Various other parties including Ferocious, Cole Holyoake Design, Chris Cuffaro Greatest Hits, NJL Productions & ARTIVIST : creative - have an involvement in the operation & development of the venture - each with an equity stake. Australia & Aotearoa operate as autonomous business with shared resources.