Gow and Owen share their experience as part of a larger team collaborating on The Hit, an immersive theatre production at Hotel Indigo, Tower Hill, London. Exploring the authors' experience of the intensifying relationship between corporate promotion and immersive theatre, the essay discusses the rich source of creative provocations the project provided, enabling the company to create a piece of theatre with clear goals and for a specific audience. Gow and Owen argue that, ultimately, the creation of any artistic work exists within a framework of constraints and that this should be viewed not as an impediment or compromise but as an inspiration to the creative process.