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Other Projects
Concept Work
The Brief
Most artists activations only exist for fans in the venue. This concept was built for the city outside.
The Weeknd has a rich discography spanning over 10 years and a strong emphasis on visuals and cinematic storytelling, alongside the narrative of stepping away from The Weeknd character.
So creating an activation of life-sized vinyls which are bold, recognisable, and shows the journey of his music career is something fans can interact with and share instantly.
Second, a temporary pop-up which generates interest quickly and becomes part of the city - but not just any pop-up. It had to be an extension of the artist. With the knowledge he had created Samra Origins - a coffee brand - it becomes the perfect marriage of combining his music with his personal ventures. Using 'After Hours' as a branded space name after his most successful album, coupled with collectable merchandise relevant to his music increases touchpoints and relevance to fans.
The tour then becomes part of the city rather than a brief segment of it.
Spotify Concept - Elevator Pitch
The Brief
Artists like Bad Bunny have become cultural vehicles, representing identity and community. Their fans become life-long fans closer to a football team than a musician.
So, listening platforms can incentivise and reward highly engaged fans to create a more personalised experience.
Through Elevator Pitch, it allows artists to own their stage and bring exclusive performances and new music to the top percentage of their listeners. In turn, it creates a recognisable platform for Spotify to branch into.
Music is a highly personal experience, so creating ways to bring exclusivity and relevance only creates a deeper fan connection. Regular listening becomes access.
The Brief
Twenty years ago, Nike sold the world a feeling through their Joga Bonito campaign. Two decades later, I wanted to recapture the imagination that was felt, and bring it to the current generation.
Last year I played barefoot on pitches in Rio and São Paulo with kids not thinking about xG or pass completion - just joy and skill. That's Joga Bonito.
Creating a campaign which captures the essence of what it is to "play beautifully" is by using current Nike athletes that represent the feeling. It's important to show how this generation was inspired by the last, and lets a new audience see themselves in it. Not as fans, but as players.
The channel has changed. The original 'Joga TV' becomes short-form, community-led, built for this generation's speed. But nostalgia is powerful in sport. Subtle references to the original format combine two audiences across two generations.
Throughout, powerful, nostalgic imagery and selling a feeling is at the heart of the concept, with the product being just a vehicle to deliver it with.
The Brief
Sports fans form deep, emotional attachments to stadiums and match-day experiences. But sport has become digital, as have tickets.
The concept repackages memory and nostalgia into a personalised item which symbolises their first game or favourite match.
It instantly taps into highly personal memories for fans, and from a business perspective, a new income stream which would continue to grow with every new match played.
What digital took away in physical souvenirs, it's given back as an opportunity to connect fans with their club in a more personal way.
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