Theo Adams is open to a return to the Eurovision Song Contest, saying his experience so far has been “an absolute dream”. 

Adams is the creative director of Olly Alexander’s performance this year and is working with the BBC at Eurovision in that role for the very first time. 

Click to read this story at a glance…

• Theo Adams, in his Eurovision debut as creative director for Olly Alexander’s performance, describes the experience as a dream and is open to returning for future projects
• Adams emphasises that he would only return to Eurovision if he feels he has something meaningful to contribute creatively
• Despite acknowledging his style as less polished compared to some, Adams’ innovative use of camera techniques and choreography in Alexander’s performance showcases his unique creative vision

Speaking exclusively to The Euro Trip, Adams said: “I’m the kind of person that loves Eurovision and I’ve always wanted to do this. 

“But I’m not going to do it for the sake of doing it. I’m only going to do it if I have something to say. 

“There are other creative people that put on these performances that are so good at their job and slick – I’m not that type of creative director. 

“I know there are people that are better than me at doing a polished pop performance.”

Adams has been a long-time collaborator with Olly Alexander, and before Eurovision was the driving force behind the singer’s iconic BRIT Award performance with Elton John in 2021, and his recent Night Call world tour. 

He accepted the role of creative director last summer after the BBC had internally selected Olly Alexander. 

Since then he has been working closely with the singer to craft a perfect performance. 

The staging sees ambitious uses of camera tilts and trickery, matched with timed movements from Alexander’s backing dancers to simulate movement inside a box. 

Despite this being Adams’ first Eurovision experience, he is open to a return. 

“If the right project comes along I’d love to do Eurovision again because it’s been an absolute dream.

“I’m such a perfectionist and it’s the only TV show I’ve ever worked on where you get a viewing room and you can pause it and tell them what you want, and they have to do it. 

“It’s the best.”