Spotify

To dominate the conversation around African Giant, Spotify transformed a Brooklyn ATM into a $2,000,000 spectacle of Burna Boy’s own custom currency.

Designed by artist Sajjad Mussa, each bill featured a Spotify code to stream the album. On release day, Burna pulled up to Lover’s Rock in an armored truck, treating fans—who lined up for blocks—to a surprise performance.

The result? African Giant smashed 22 million streams on Spotify in its first week, outpacing all competitors and cementing Burna Boy’s global dominance.

Artists & Music Marketing, Spotify

War Child

For BRITs Week, War Child and artist Slinkachu turned London’s playgrounds into something unsettling—tiny, but impossible to ignore. His signature miniature figures stood among rubble, abandoned swings, and cracked pavement, transforming familiar spaces into eerie war-torn landscapes.

Displayed at The O2 Arena, the exhibition delivered a haunting contrast between innocence and conflict, proving that sometimes, the smallest figures can tell the biggest stories.

Music Partnerships, O2

Park MGM Las Vegas

Love is often found in the margins of ordinary life—a glance, a detail, a pair of yellow shoes. Park MGM’s campaign turned that moment into myth, though it did raise the question: in a city of millions, was he avoiding her, or just busy?

Executive Creative Director, Virtue

The Super Mario Bros. Movie

To make The Super Mario Bros. Movie the center of pop culture ahead of opening weekend, we unleashed Peaches—an animated showstopper turned viral sensation.

Jack Black’s performance took on a life of its own, first as a scene-stealing moment in the film, then as a full-fledged music video. And when we tapped Cole Bennett of Lyrical Lemonade to direct a live-action version starring Jack Black himself, the internet couldn’t look away.

Executive Creative Director, Illumination

Amazon

I turned Amazon’s annual capitalist frenzy of bulk toilet paper and discounted flatscreens into a global entertainment spectacle.

By uniting Amazon Music, Studios, Prime, Alexa, and Twitch, we gave the world a three-part music special featuring Billie Eilish, H.E.R., and Kid Cudi in breathtaking narrative-driven performances.

Cameos from Seth Rogen, Taraji P. Henson, and NASA’s International Space Orchestra added a touch of the surreal because nothing says “shop till you drop” like Cudi in a NASA suit, suspended by wires over a green screen moon, singing about reckless decisions.

The result? Over 200 million views across 120 countries—because if you’re going to buy a flatscreen, you might as well be entertained while doing it.

Global Creative Director, Amazon Music

Amazon Music

Amazon Music wanted street cred. Tyler, The Creator gave them a masterclass. Three cities, eight million viewers, and one #1 album later, Rotation wasn’t just a playlist—it was the pulse of hip-hop’s biggest moment.

Global Creative Director, Amazon Music

Amazon Prime

Amazon could’ve just mailed Emmy voters a box of cookies. Instead, they went full-time machine, turning LA into 1959 for a day. Pastrami for 99 cents? That’s commitment.

Executive Creative Director, Virtue

Illumination

Illumination teamed up with NBA superstar Nikola Jokić to embrace his uncanny resemblance to Gru, launching Despicable Me 4 with a playful crossover. From a viral therapy-themed ad to Jokić arriving at an NBA playoff game in full Gru attire, the stunt blurred the lines between sports and animation—proving that even MVPs take orders from Minions.

Executive Creative Director, Illumination

Harry Styles

You know you’ve made it when Spotify builds an entire fictional island for your music video. The Isle of Eroda wasn’t just a stunt—it was a trippy, fish-infested fever dream that ended with Harry Styles serenading a room of lucky fans.

Global Creative Director, Spotify

Spotify

Spotify turned i,i into a living, breathing experience—an interactive visualizer that mapped real-time streams worldwide, with each “i” representing an active listener.

Live data shaped custom visuals and daily stories, making the album feel personal to every fan. With 5 million fans across 89 countries engaging, i,i became Bon Iver’s most successful digital launch, securing Spotify dominant share of voice around the release. Which is ironic, considering half the fans were probably streaming it alone in the dark.

Artists & Music Marketing, Spotify

O2 X Beyonce, Coldplay, Foo Fighters, Lady Gaga, Gorillaz

O2 gave customers the ultimate flex—48-hour early access to the biggest concerts before general release.

To dramatize this exclusive perk, we captured the thrill of The Walk to the Stage with custom spots featuring Beyoncé, Coldplay, Foo Fighters, Lady Gaga, Gorillaz, and more.

Over 22 million tickets sold, securing O2’s spot as the UK’s #1 telco and proving that loyalty should come with a backstage pass.

Music Partnerships, O2

Illumination

More than just a sequel, Minions: The Rise of Gru became a cultural moment.

With subversive content, bold visuals, and strategic partnerships, it tapped into Gen Z nostalgia, ignited the viral #gentleminions phenomenon, and delivered a record-breaking $940+ million global box office, making it the highest-grossing animated film of 2022.

Executive Creative Director, Illumination

O2 UK

O2’s music app became a canvas for innovation with Radio Soulwax, a groundbreaking collaboration with Belgian brothers David and Stephen Dewaele.

Dubbed “musical films based on record sleeves,” these hour-long audio-visual mixes fused genre-defying tracks with dynamic, animated cover art—turning album sleeves into living, breathing stories. More than just mixes, they were multisensory journeys that reimagined how we experience music.

Music Partnerships, O2

lululemon

Lululemon’s global campaign was the first thing I made upon moving to NYC to work for VICE. The suffocating self-pressure and lack of subject matter knowledge left scars on the inside and this timeless case study on the outside.

This Is Yoga shattered stereotypes, proving that yoga isn’t just about mats and mantras but a mindset woven into grime, fine art, surfing, non-violence, and vogueing.

Featuring icons like P Money, Kerri Walsh, CJ Hendry, and Jian Pablico, the campaign liberated lululemon’s identity, turning cultural movements into a shared purpose—and proving that mindfulness doesn’t have to look one way.

Executive Creative Director, VICE

Spotify

Taylor Swift’s return to Spotify was a masterclass in fan connection.

Handwritten letters appeared in real-world locations, and intimate voice memos surfaced through an interactive countdown playlist, leading Lover to shatter records with 650+ million first-week streams—proving that some albums aren’t just heard, they’re felt.

Artists & Music Marketing, Spotify

Spotify

With over 8 million followers and 43 versions globally, New Music Friday is where discovery meets influence.

For artists, it’s a powerful gateway to new audiences in the streaming era. For fans, it’s the ultimate weekly playlist to uncover fresh tracks and future favorites.

Artists & Music Marketing, Spotify

Beer For Drinking

Since the 16th century, the Old Blue Last has embodied VICE—first as an Elizabethan playhouse rumored to host Shakespeare, later as an illegal strip club run by East End gangsters.

Since joining the VICE family, it’s been a proving ground for legends like Amy Winehouse, Death Grips, Lil B, Diplo, Arctic Monkeys, and Florence + the Machine.

To honor the pub, we launched Old Blue Last Beer in Brooklyn. The twist? With just $50 for marketing, we relied on no frills design, logo, lazy copy, and the lingering fumes of VICE’s cultural relevance.

Executive Creative Director, VICE

The Super Mario Bros. Movie

From plumbing to turtle-stomping, Mario’s boots do it all—so Red Wing Shoes recreated them pixel for pixel from The Super Mario Bros. Movie.

Unveiled at Nintendo New York on MAR10 Day, the one-of-a-kind boots drew huge crowds of fans and press. Built with real leather, slip-resistant treads, and a mushroom-infused heel pad, they’re perfect for plumbing emergencies, high-stakes boss battles, and whatever it is Mario actually does between games.

Executive Creative Director, Illumination

Universal Music Group

Universal Music Group didn’t wait for What Do You Mean? to hit No.1—they made sure it did.

To launch the single, they “gifted” Justin Bieber his own island, unofficially renaming a slice of Sydney Harbour and ferrying in 1,000 fans for a sunrise concert.

The parks department never exactly approved the name change, but Google Maps disagrees.

Executive Creative Director, Universal Music Australia

Cazadores Tequila

In Arandas, Mexico, where agave grows in backyard fields, the people shared their deep connection to the land in a campaign spanning TV, print, OOH, and artist collaborations.

Executive Creative Director, Virtue

Spotify

On the eve of NINE’s release, Spotify pulled out all the stops to push Blink-182 to No.1.

The band tore through a nine-song set in a tiny Brooklyn bar for 182 lucky fans, playing the most-streamed track from each of their nine albums.

The intimate gig turned global as 9 million fans tuned in via live stream—an album launch so perfectly executed, I celebrated by sending nine texts to my mom and eating nine chicken nuggets (no sauce) in the Greenpoint McDonald’s carpark.

Artist & Music Marketing, Spotify

88RISING

For Asian American and Pacific Islander Heritage Month, 88RISING threw a festival where borders didn’t matter—Asia Rising Forever, a global, virtual celebration of Asian talent.

Hosted by Dumbfoundead, the lineup featured electrifying performances from Rich Brian, NIKI, Yuna, KANGDANIEL, Beabadoobee, and more.

The live stream on Twitter and YouTube pulled in over 22 million viewers, with #AsiaRisingForever trending #1 worldwide for about twenty-five minutes—proving once and for all that representation isn’t just important, it’s highly streamable.

Executive Creative Director, 88RISING

Park MGM Las Vegas

Who says true love takes time? Park MGM and VICE proved otherwise with Las Vegas Love Stories, a collaboration with Oscar-winning director Michel Gondry.

Six short films, each just 8.2 seconds long—the exact amount of time science says it takes to fall in love—captured the rush, the spark, the magic.

These micro-masterpieces weren’t just videos; they were cinematic events, with billboards on Sunset, theater screenings, and even IMDb listings.

Because in Vegas, love may not last forever—but it damn well deserves a Hollywood debut.

Executive Creative Director, Virtue

Weedmaps

The Museum of Weed wasn’t just a place to gawk at old bongs—it was 30,000 square feet of proof that cannabis has been loved, banned, exploited, and fought for long before it became a billion-dollar industry.

Executive Creative Director, Virtue

The Super Mario Bros. Movie

The Super Mario Bros. Movie made its Super Bowl debut with a nostalgic throwback: the Super Mario Bros. Plumbing Commercial, reviving the beloved Mario Rap from the 1989.

But this wasn’t just a cute ad—it was the launch of a full-scale plumbing business fans could actually interact with.

A real phone number. A fully functional website. Flyers plastered across cities. Super Mario Bros. Plumbing became a living, breathing extension of the movie’s world, packed with Easter eggs, exclusive posters, and hidden sound effects. Fans didn’t just watch the campaign—they played along, keeping the hype flowing all the way to opening weekend.

Executive Creative Director, Illumination

Style Is The Answer To Everything.

A fresh way to approach a dull or dangerous thing. To do a dull thing with style is preferable to doing a dangerous thing without it. To do a dangerous thing with style is what I call art.

Boxing can be an art. Loving can be an art. Opening a can of sardines can be an art. Not many have style. Not many can keep style. I have seen dogs with more style than men.

Or sometimes people give you style. Joan of Arc had style.

Jesus. Socrates. Caesar.

Style is the difference. A way of doing. Away of being done.

Smirnoff

Electronic music—arguably the most inclusive genre in the world—still had a glaring gender problem.

On International Women’s Day, Smirnoff made a global commitment to fix it, pledging to double the number of women headliners by 2022. In partnership with THUMP, Broadly, and Spotify, we built an editorial platform to amplify women pushing the scene forward, dropped an inspiring documentary with The Black Madonna, and got industry leaders to sign a pledge.

By August 2022, female headliners in electronic music had jumped from 9.2% to 24.6%—proof that branded content partnerships with editorial integration can, in fact, do more than just fill pitch decks

Executive Creative Director, Virtue

O2

Mike Skinner & The Streets on their UK tour of O2 Academy venues as they tackle the highs and the lows of crowd surfing throughout the concerts. An in-depth look at approach, experience, recovery and reflection.

O2 Music Partnerships, Creative Director

Amazon Music Content 2021

I could break this piece down shot-for-shot so you can understand the background and context, but this is a sizzle reel, mate—it’s supposed to be felt, so press play and be done with it.

Wait. I should flag that it gets a bit shit around the middle but if you can make it through the flashing and shouting the ending is emotive.

Update: I found another one. It’s the 2020 music content reel. Can’t bring myself to watch it so you’ll have to navigate that one on your own.

Global Creative Director, Amazon Music

Amazon Music

To launch Amazon Music’s documentary imprint, For Love & Country doesn’t just say that country music has always been Black music—it proves it, dragging Nashville’s selective memory into the spotlight and rewriting the narrative.

Directed by Joshua Kissi and scored by Nat Jenkins, the film is a powerful reclamation of country music’s true history

5 Seeds + Daft Punk

Like if a Daft Punk music video got drunk, fell into reality, and pulled us in with it. 5 Seeds turned nostalgia into a playground, and for one night, we all got to live inside the loop.

Amazon Music

Better Days examines the resurgence of illegal raves in the UK during lockdown, tracing their roots and cultural impact.

Featuring an original score by Overmono and appearances from key figures, the film premiered on Twitch before launching on Prime Video and in the Amazon Music app, reconnecting audiences with rave culture’s enduring legacy, innit.

Global Creative Director, Amazon Music

Spotify

For the release of CrasH Talk, Spotify swapped the streets for the greens, transforming The Lakes Country Club in El Segundo into ScHoolboy Q’s personal golfing haven.

The top 30 ScHoolboy Q streamers on Spotify scored an exclusive invite, complete with a golf masterclass led by Q himself, custom merch (gold jackets and polos, of course), and an intimate clubhouse performance.

Because when rap meets golf, the vibe is anything but par for the course. Sorry, I had to get it out.