Downloaded firmware from https://github.com/forkineye/ESPixelStick/releases.
Unzipped folder
Connected up the ESP32-CAM (not the one that came with the MB) using the MB
(the ESP32-CAM variant that came with the MB plugged straight in and programmed)
The orange jumper puts it in programming mode
java -jar ESPSFlashTool.jar
Set configuration options for wifi/hostname and board type
Upload
when the first stage completes and it says that it did a hard reset - press the reset button on the esp board and the second stage will progress (it will fail if you don't press reset)
Remove the jumper
When the programming is complete press reset and it should boot into the software. (give it some time to set up)
Next I need to work out how to turn off the bright flash LED as it is blinding.