SONY MUSIC
ROLE - Global Creative Director - Conceptual direction, strategy and platform research through execution and delivery.
A long standing creative relationship with Sony Music has given me the opportunity to work across many amazing projects through different genres in the past 5 years, from L.O.L Surprise to Judas Priest to The Script to Barbra Streisand to Wham. So when a new George Michael project came along they picked up the phone… well actually, sent an email!
My passion to innovate when ideating was pivotal for this exciting but complex brief. Sony Music wanted to create a campaign that would celebrate the 25th Anniversary release of George Michael’s seminal album, Older; using never never before released interviews and memoirs compiled during the making of the album to be released to the fans across a range of social assets. Tapping into my inner fan and love of his music, I used my experience with managing complex stakeholders and adhering to strict brand guidelines, pitching an inspiring, respectful and strategically placed RFP which had the label, estate and Andrew Ridgeley’s approval. Collaborating with Sony music we executed multiple social assets with insighful and captivating creative, tapping into audience excitement. The campaign connected with music-lovers across the generations and garnered positive interest and uplift, with the box-set selling out during the pre-order window and igniting conversation through nostalgia across social channels.
Alongisde answering the brief we also pitched a concept that would utilise the new enhanced album feature on Spotify by creating bespoke assets for a more immersive experience listening to the album, increasing engagement above the clients initial expectations and rounding off a very successful campaign.
