Despicable Me 4 · Illumination

83M+ views

We wanted to get people who’d grown up with Despicable Me interested in the new film. NBA fans had already noticed that Nikola Jokić looked like Gru. So we gave him a reason to talk about it.

In a film for ESPN, Jokić goes to therapy because people keep mistaking him for Gru. Then he showed up to Game 1 of the NBA Playoffs dressed as Gru, taking the joke from the ad into the arena.

Next project → Super Mario Bros. Plumbing

The Super Mario Bros. Movie · Illumination

40M interactions

We used the Super Bowl to open a plumbing business for Mario and Luigi.

The spot looked like a local commercial, with a jingle, a website and a phone number. The number worked. So did the website. The business had customer reviews, a text line and vans. If you saw the ad and wanted to see how far we’d taken it, you could start by calling.

Next project → Peaches

The Super Mario Bros. Movie · Illumination

Golden Globe Nomination

Bowser spends most of the movie trying to take over the Mushroom Kingdom. Then he sits down at a piano and sings about Princess Peach. We wanted people to discover that side of him before they saw the film, so we released “Peaches” as a single.

We put up street posters, published the sheet music and worked with Cole Bennett and Lyrical Lemonade on a live-action video starring Jack Black. The song went on to earn a Golden Globe nomination.

Illumination

The kids who grew up with Minions were teenagers by the time The Rise of Gru came out. We wanted to give them a reason to see it with their friends.

We worked with Yeat on “Rich Minion” and with Cole Bennett on a Lyrical Lemonade film. Then teenagers started turning up to screenings in suits. We amplified #Gentleminions as it spread.

Amazon Music

111M+ views
Across performance and interview cutdowns

Prime Day gave people plenty of reasons to shop. We wanted to give younger music fans a reason to tune in, so we made three performance films and built each around the artist’s own world.

Billie Eilish performed in a cinematic Parisian neighbourhood. H.E.R. reimagined LA’s Dunbar Hotel as a centre of contemporary Black excellence. Kid Cudi went to the moon with the International Space Orchestra. We released performances and interviews as short clips, and @AmazonMusic gained more than 70,000 TikTok followers in the first 72 hours of the paid campaign.

Lululemon · VICE / Virtue

240M global impressions

For lululemon’s first global brand campaign, we looked for people who put the principles of yoga to work in their own disciplines. Grime MC P Money used breath control. Artist CJ Hendry found meditation in drawing. Beach volleyball player Kerri Walsh Jennings showed what self-discipline looks like in her sport.

We made seven short documentaries, taking the campaign into communities across music, art, sport and dance. Each film gave people a way to recognise something of yoga in an activity they already cared about.

Park MGM · VICE / Virtue

Park MGM wanted to give people a different reason to think about Las Vegas. We chose the kind of story that could happen in a city full of strangers who are only there for the weekend.

Michel and Olivier Gondry made six love stories, each exactly 8.2 seconds long. We gave them a trailer, a premiere, an IMDB, a critics’ screening and a billboard on Hollywood Boulevard.

Spotify · Burna Boy

Six tracks. Six banknotes. One working ATM.

On African Giant, Burna Boy had plenty to say about who holds power and who gets paid. To launch the album in the US, we opened a bank in Bed-Stuy, a Brooklyn neighbourhood with deep ties to the African diaspora.

The ATM dispensed six collectible Burna Bills, each with a Spotify Code that took people to a track. There were tellers, debit cards and receipts. By the time Burna arrived to talk about the album and perform, the queue ran down the block and around the corner.

Amazon Music · LCD Soundsystem

LCD Soundsystem’s Brooklyn Steel residency had sold out. We wanted to give fans who missed out a show of their own.

Eric Wareheim made a ’90s sitcom about a fictional LCD Soundsystem, played by Macaulay Culkin, Christine Ko, Aparna Nancherla and Luenell. When the episode ended, the real band took over and played a set that included the first live performance of “Christmas Will Break Your Heart” with an orchestra. Fans could watch the whole thing on Twitch and Prime Video.

Written and directed by Eric Wareheim, the sitcom cast Wareheim as James Murphy, with Macaulay Culkin, Christine Ko, Aparna Nancherla and Luenell as the rest of the band. As the fiction ended, the real LCD Soundsystem took over for a career-spanning live set.

Role: Programming and creative lead across format development, talent, production and distribution.

Channels: Amazon Music on Twitch, Prime Video and social.

Amazon Music

12 artists
One feature documentary and seven Amazon Originals

A generation of Black country artists was shaping the sound of country music. Their stories also ran through the history of the genre, going back to its roots. We wanted Amazon Music’s documentary imprint to give those artists room to tell both stories in their own words.

What began as a short series became a 101-minute film. We worked with director Joshua Kissi and composer Nat Jenkins to bring together performances and personal stories from 12 artists. The film premiered globally on Amazon Music and Prime Video alongside seven new Amazon Originals.

Spotify · Bon Iver

Bon Iver’s i,i was made collectively. For the launch, we gave listeners a part in making its artwork.

We built a visualiser that rendered every image in one character, the lowercase i. As people listened on Spotify, the image changed with them. What they played, how long they listened and where in the world they were listening all fed into the work.

The Super Mario Bros. Movie · Illumination

For MAR10 Day, we wanted to show people a detail from the movie they could get close enough to inspect. We picked the boots Mario wears to work.

Red Wing made a one-of-one pair from the animated design, complete with reinforced toes, slip-resistant soles and mushroom-based heel pads. The boots went on display at Nintendo New York, where fans could see them up close through the film’s release.

Spotify · blink-182

1.4M views in the first week
Nearly 700,000 minutes watched

The encore is usually where a band plays the songs everyone came to hear. For the launch of NINE, we made a whole set out of encores and gave every slot to a new song.

blink-182 played all nine in front of a room of fans. We streamed the show live on Spotify’s Facebook page so people could hear the record performed in full as it happened.

Amazon Music · Tyler, the Creator

Tyler, the Creator had already built a world around Call Me If You Get Lost. We gave fans a way to spend a night inside it.

We staged shows in Los Angeles, Dallas and Brooklyn. Hotel details, bellhops and luggage tags carried the record into the rooms, and phones stayed out. We streamed the final show from Brooklyn, opening a 500-person room to fans everywhere.

Spotify · Harry Styles

Fans had been piecing together clues about Eroda, the fictional island that appeared ahead of Harry Styles’ Fine Line. For the first full listen, we gave them somewhere to go.

We turned a private property in Los Angeles into Eroda for a Spotify listening experience. Fans who’d been trying to figure out where the island was got to spend an evening there and hear the album in full.

Smirnoff · VICE / Virtue

More than 95% of featured artists went on to headline a lineup

Women were underrepresented on electronic music festival lineups. Smirnoff already had a place in nightlife. We used it to put more women on lineups.

Across seven countries, we worked with THUMP and Broadly to tell artists’ stories, built a list of 50 women shaping electronic music, and gave people a way to hear their work through a Spotify playlist and live showcases. We also asked the people who book festivals and clubs to make a public commitment.

O2 Priority gave customers 48-hour early access to tickets for the biggest shows. Co-created with Beyoncé, Coldplay, Gorillaz, Florence + the Machine, Foo Fighters, Lady Gaga and others, a series of artist-directed films showed what that access meant. Each artist shaped the work in their own voice, bringing fans closer to their world and the moments surrounding a live show.

Channels: Broadcast, digital, social, O2 Priority and live venues.

Role: Creative lead across platform development, artist co-creation and campaign rollout.

#1 trending on X worldwide

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.

Role: Creative lead across live format, talent and global broadcast.