▶ Track 01 — Music × Fashion × Product Placement
Kali Uchis × Karol G – Labios Mordidos (UMG)
Thinking
One of the most subversive Latin music videos of the decade, for one of the biggest pop music link-ups of its era. Two of the most powerful Latin artists on the planet, on their own terms: a female-gaze universe of sapphic pride, led by a generational cast of women and capturing a snapshot of American Latina history in the making.
Fandoms don’t watch a video once, they take it apart. So we built one worth dismantling: global icons, glam, fashion and casting, all made to be clipped, memed and shared. And albums need design eras. Orchids, editorial beauty, couture styling and a surreal sensuality rooted in Kali’s Colombian heritage tie the film, stills and every campaign asset together. All of it shot around a secret: Kali was heavily pregnant. A blockbuster, explosion-heavy, choreography-led production, re-engineered on the fly through wardrobe, framing, staging and edit to hide it in plain sight.
Role
Creative directed the rollout and social strategy, film directed the music video, and co-created the album’s visual world.
Rollout
A $1M video campaign with product placement from Meta, Corona and beauty and fashion labels woven in, then cutdowns for fandoms on Twitter / X, memes, easter eggs, teasers, bonus content and Times Square billboards — plus album visualizers, cover-art extensions, social teasers and live visuals.
Impact
70M+ YouTube views. #1 trending video in the world over Thanksgiving. Billboard Hot 100 and Spotify Global Chart, plus 20M+ views across socials. Orquídeas hit #2 on the Billboard 200, Kali’s highest-charting album, and #1 on Top Latin Albums: their best-reviewed record (88 on Metacritic), Variety’s #2 album of the year, and Grammy and Latin Grammy nominated.
Controversial, polarizing and impossible to ignore, it got the international music scene and the Latin diaspora talking. The hidden pregnancy turned it into the internet’s favorite puzzle at the height of the fan-detective age: frames dissected, theories viral. A turning point for LGBTQ+ imagery in mainstream urbano, and now firmly in the canon of 2020s pop-culture trivia moments.
OOH · Times Square · YouTube
Earned media · Dexerto
Earned media · the controversy
Title design · studio ident
Key art · Polaroids
Earned media · Pitchfork
Community · fan theories
Title design · KTV Casas
Data · #1 trending · YouTube
Data · #1 debut · Spotify Global
Key art · Orquídeas cover
Merch · drop
Earned media · Rolling Stone
Production · BTS
Earned media · LA Weekly
Data · #2 Billboard 200
Visualizer · KTV Casas
Key art · Polaroids
TikTok · Labios Mordidos
Following For You
+
500K
4.1K
38.6K
17.9K
kaliuchis
Labios Mordidos 💋 ft. @karolg
♫ Labios Mordidos · Kali Uchis & KAROL G
Reconstructed interface · approximate figures
UGC · memes & fan edits
Reconstructed interface · approximate historical engagement
OOH · Times Square · NYC
Product placement · Meta
Earned media · Cosmopolitan
OOH · wheatpastes · Echo Park
Earned media · CNN
Merch · campaign
Key art · poster
Visualizer · Orquídeas
Spotify playlist · Baila Reggaeton
Community · SZA comment
Key art · film poster
Data · #3 trending · YouTube US
Earned media · press
Casting · ensemble
Data · 1.7M views · day one
Key art · single artwork
Data · Top 10 · Hot Latin
Data · #2 Billboard 200
Community · YouTube comments
Community · reaction videos
UGC · fan posts on X
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▶ Track 02 — Tech × Music × Culture
Apple Music — The Agenda
Thinking
An artist’s evolution, made visible. We took a voice from the underground and framed it with the craft and ambition of a major release, built to carry them mainstream.
Role
Creative Director, Creative Technologist and Film Director. Designed and built the world’s first UV-light drone, and acted as the engine between label and management, helping it snowball into a full campaign and a cultural moment, all the way to the charts and a Netflix sync.
Rollout
Premiered as part of Apple Music’s The Agenda, which pairs UK music’s most trailblazing creatives with its most important cult acts. The artist cut ran on Apple Music and YouTube alongside an official Director’s Cut, played on UK music TV, and took over digital billboards in youth-culture spaces across the UK.
Impact
#1 on the Apple Music video chart. The artist’s breakthrough and biggest UK single: their first UK chart hit, a first for 0207 Def Jam, and BPI certified. Became iconic as the soundtrack to the season finale of Netflix’s Top Boy. 3.5M+ YouTube views and a 1.4 Awards nomination.
Teaser · The Agenda
DOOH · digital screens · London
Data · #1 Apple Music video
Sync · Netflix Top Boy
Data · Top 40 · Official Charts
Key art · merch & prints
Creative tech · first UV drone
Platform · The Agenda
Production · BTS
Partner · Apple Music × Def Jam
Accolade · 1.4 · On the Cusp
Community · Easter eggs
Key art · Gangsteritus
Creative tech · UV drone BTS
Data · 3.5M+ views · YouTube
Creative tech · formations
Accolade · 1.4 Awards
✳
▶ Track 03 — Beverages × Fashion × Music
Chivas Regal Whisky
Thinking
Nobody shares an ad, but everyone shares a throwback. So we disguised the whisky commercial as one: a fashion film dressed as a lost clip from a golden era, something to be part of, not sold to. And nostalgia is the most shareable emotion online, so we farmed it like a cheat code: a time machine to golden-age MTV that turned viewers into insiders, reliving a time they’d recall fondly as just a “different era”.
Role
Creative Director and Film Director, from concept and artist partnership through to final cut.
Rollout
A :20 hero spot seeded on Sleeping On Gems, the music-connoisseur platform with a huge Instagram following, plus cutdowns, teasers, bonus social content and out-of-home.
Impact
Lifted Chivas across tastemaker communities on Instagram and Twitter / X. The rising artist’s most-viewed video and a breakout hit with UK radio play, picked up by tastemaker press and respected UK music journalists.
Hero spot · :20 teaser & social ad
Brand integration · bottle
Easter egg · retro TV pastiche
Social · cutdown
OOH · print · “Different era.”
OOH · print ads
Community · 90s/00s refs
Earned media · tastemakers
Production · BTS · on set
OOH · print ads
OOH · wheatpastes · London
Casting · ensemble
OOH · print ads
Mini doc · Video Vixen
Visualizer · BTS outro
Cast film · Caidney
Cast film · Persia
Casting · ensemble
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▶ Track 04 — Tech × Fashion × Creator
Meta × Vogue
Thinking
2020 was the strangest year the 2020s could have opened with. A pandemic, a reckoning, a generation locked indoors. And yet Gen Z didn’t go quiet; they got louder. Style became identity, activism and community all at once, livestreamed from their bedrooms. Meta and Vogue needed to understand who was emerging from that moment, so we let them show us. Their own home footage, cut with live editorial shoots, turned the platform into the runway and documented a generation changing the times in real time.
Role
Creative Director and Creative Strategist across the visual campaign and photography.
Rollout
Vogue digital editorials, Facebook, and Instagram feed and Stories.
Impact
3M+ impressions, featured by Vogue, and outsized engagement across 30+ creator partners’ channels.
Brand partnership · Vogue × Meta
Social · Meet the Future
Social · Instagram carousel
Creator program · the film
Creator program · stories
OOH · London Underground
OOH · Underground platform
Creator program · portraits
Press to listen
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TVC · Pepsi Max
Casting · street style
Social · creator cutdown
Brand film · London
✣
▶ Track 05 — Beverages × Fashion × 360 Creator Campaign
Pepsi Max
Thinking
Creators are the new ad break. So instead of borrowing London’s leading style and fit-check creators for a post, we built the whole campaign around them, from the TV spot to the feed to the room.
Role
Creative Direction and Film Editor, building one integrated idea into a multi-platform content ecosystem, and even cutting it myself.
Rollout
100+ assets from one creator-led idea: from TVCs, TikTok-native and Instagram cuts, OOH billboards, and experiential pop-ups brought to life IRL.
Impact
775M OOH impressions, 83M corner shop impressions, 17M organic impressions, 8M UGC impressions, +7% NPS over Coca-Cola, 131% follower growth, 19.2% organic engagement (2× benchmark) and a 7% lift in brand consideration.
Social · UCL tie-in
Experiential · launch night
TVC · Bring Out The Flavour
Social · flavor drop
Brand film · London
Case film · the results
OOH · Mango · bus shelter
Experiential · street
Social · vertical cutdown
TVC · hero product shot
Social · Lime
UGC · creator reaction
Experiential · street
OOH · Cherry · phone box
OOH · Lime · station
Experiential · Glow Bar
Casting · Pepsi Pioneers
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✳
▶ Track 06 — Music × VFX × AI
Jazmin Bean – Carnage (Interscope Records)
Thinking
The more specific the world, the harder fans fall for it. Jazmin’s dark-fantasy universe called for the physically impossible on a UK music video budget: a car crash, zero-gravity floating, a tornado and a rock adrift in space. So I solved it the future way, bringing early AI tools into the VFX pipeline before the industry caught on. 100+ VFX shots, finished with a 35mm “synthetic-analog” grade, built a blockbuster-scale world at a fraction of the cost.
Role
Creative Director of the visual world and film directed the music video. Also film directed companion video Puppy Pound for one cohesive universe, and led the two-track campaign.
Rollout
Music video premieres, social teasers, fan edits, remixes and memes, plus single artworks and promo photography across the two-track project.
Impact
7M YouTube views, 2–3M more across socials and 15.8M+ Spotify streams.
Music video · Carnage
Companion film · Puppy Pound
Production · Puppy Pound BTS
Social · Instagram
VFX · zero-gravity world
Art direction · props
Key art · Puppy Pound stills
Identity · logo
Earned media · 1.4
Key art · Puppy Pound stills
VFX · world-building
Key art · Carnage stills
Post · the edit suite
Community · YouTube comments
Production · Carnage BTS
Social · Instagram BTS
Earned media · Promonews
Key art · Carnage stills
Production · car rig
VFX · car crash
Set design · Puppy Pound
Key art · single artwork
VFX · car crash
Set design · Carnage
Accolade · Berlin MV Awards
Key art · Carnage stills
Community · TikTok comments
Key art · Puppy Pound stills
Production · on the monitor
Promo · photo shoot
Key art · Carnage stills
Key art · Puppy Pound stills
Title design · opening ident
Key art · Puppy Pound stills
Key art · Carnage stills
Social · deleted scenes
Key art · Carnage stills
Key art · Puppy Pound stills
Press to listen
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✣
▶ Track 07 — Beverages × Music × Original Series
Red Bull Music Academy — H∆SHTAG$
Thinking
Groundbreaking as one of the first documentary series to treat internet subcultures with serious aesthetic and journalistic respect. Scenes born on Tumblr, SoundCloud and niche music forums, from #AltRnB to #CloudRap, documented as they formed, before the mainstream knew their names. Red Bull didn’t follow the culture. It got there first and captured it.
Role
Creative Director across both series. Created, directed and produced Season I from scratch, from the format and artist selection to the final cut.
Rollout
A six-part franchise documentary series for Red Bull Music Academy and Red Bull TV, pairing each genre’s key artists with the bloggers and platforms that built their scenes. Editorial-led and made for the press, tastemakers and fandoms, so they became the distribution.
Impact
So successful at staking Red Bull’s trailblazing cultural credibility across the music landscape that it was commissioned for a second season and built a cult following. Its influence was felt across the music industry and music journalism: picked up by every major culture outlet from The Guardian to Pitchfork, screened at Sónar, and home to an early-career Charli XCX. 1M+ YouTube views plus Red Bull TV streams, and a blueprint for how brands document internet culture.
Series trailer
Community · cult following
Title design · episode art
Community · artist reactions
Live · crowd
Title design · #PostInternet
Title design · #AltPop
Future of pop · Charli XCX
Ep 1 · #AltR&B
Ep 2 · #PostDubstep
Ep 3 · #CloudRap
Ep 4 · #Beats
Ep 5 · #TumblrWave
Ep 6 · #BlogPop
Ep 6 · Charli XCX
Earned media · Idolator
Accolade · screened at Sónar
Talent · Miguel
Title design · city cards
Title design · logo
Title design · Season II
Docu-series · stills
Identity · RBMA
Title design · #QueerRap
Title design · city cards
Talent · A$AP Rocky
Docu-series · stills
Production · 200ft set
Social · Prime ad cutdown
▶ Track 08 — Beverages × Brand Transformation × Creator
KSI × Prime Energy Drink
Thinking
One of the biggest internet personalities of all time had a credibility gap: a hero to kids, dismissed by everyone else, and Prime was tied to the same image. The brief was to make the world take him seriously. We built it on the one truth his global fanbase already owned, his fear of heights, and dropped him from a 200ft crane over an airport runway, again and again, in slow motion. Facing the fear on camera reframed KSI as an artist, and took Prime with him.
Role
Creative Director and Director, leading the repositioning across every film: the music video, lyric video, visualizers and Prime’s social ad.
Rollout
A full release campaign for the single “Dirty”: music video, lyric video, visualizers, a Prime social cutdown and brand assets, all running across KSI’s TikTok and YouTube.
Impact
34M+ Spotify streams, a UK Top 40 single and 13.5M+ YouTube views from the visualizer and lyric video alone. Easter eggs hidden in the video sent Reddit, X and YouTube commentators down a rabbit hole of fan theories.
Treatment · film refs
Production · on set
Treatment · film refs
Community · YouTube comments
Treatment · film refs
Production · night shoot
Production · 200ft drop
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Doc series · Gen Z London
▶ Track 09 — Fashion × Sportswear × Retail
Converse
Thinking
Converse had slipped off Gen Z’s radar as a streetwear and sportswear icon, sitting beside the brands that defined their era rather than inside them. The fix: put Converse back in the ecosystem. A partnership with the stores Gen Z actually shops, Foot Locker, JD Sports and more, telling London’s streetwear story documentary-style, rough around the digital edges on purpose, with Converse standing shoulder to shoulder with the iconic and upcoming brands of their generation.
Role
Creative Direction across the mini-doc, social cutdowns and visual campaign.
Rollout
Built for digital signage in and around the stores: a main doc and six-second cutdowns looping on storefront and in-store screens across Foot Locker, JD Sports and partner retailers, then out across social.
Impact
Converse back in the conversation where Gen Z discovers what’s next: in-store, in their feeds and alongside the brands of their era, UK-wide.
Social · creator cutdown
DOOH · JD Sports storefront
Social assets · episode teasers
DOOH · Foot Locker window
Social assets · series rollout
DOOH · JD Sports atrium
▶ Track 10 — Music × Short-Form × Audience Growth
U2 – I Will Follow (Capitol Records)
Thinking
The music video was in decline, so Songs of Surrender reinvented it. One album of 40 re-recorded U2 classics became 40 micro music videos: a new short-form format for music, made for shorter attention spans and built for volume, not one big premiere. For I Will Follow, the challenge was making a 1980 post-punk anthem matter to a generation raised on drill, without losing the fans who were there the first time. I found the crossover: U2’s teenage post-punk rebellion and UK drill culture, two generations of youth rebellion in one film. A risky balance, on purpose, that brought both audiences into the same room.
Role
Creative Director and Film Director of I Will Follow, one of 40 micro music videos in U2’s Songs of Surrender campaign.
Rollout
Released across YouTube, socials and Apple Music, and featured on the album’s dedicated launch site.
Impact
Part of a campaign that took Songs of Surrender to #1 in the UK, Ireland, Germany, Italy, the Netherlands and Belgium, and to #1 on iTunes in 35 countries. Then the film broke into spaces a legacy rock band had never touched: UK drill and Gen Z streetwear culture. Drill commentators called it “groundbreaking”, fans clocked Corteiz in a U2 video, and it traveled as far as Japan’s #UKdrill scene, while longtime U2 fans loved it too.
Micro music video · I Will Follow
Reference · U2 “Boy”
Reference · U2 1980
Key art · Songs of Surrender
Reference · single art
Reference · U2 “War”
Reference · U2 “Best Of”
Community · Gen Z crossover
Community · OG fans approve
Album · Songs of Surrender
Social · U2 official post
Superfan archive · U2Songs.com
Commercial · Adidas
▶ Track 11 — Fashion × Streetwear × Youth Culture
Adidas
Thinking
Young urban UK creatives don’t want a brand to style them; they want it to get their style. We cast them as themselves and made a British-feeling portrait of a generation, then let Adidas step into their world.
Role
Creative Direction across the ‘In Stereo’ hero film, social cutdowns and East London OOH campaign.
Rollout
Hero film and social cutdowns across Adidas channels, supporting the product launch, plus ‘In Stereo’ OOH billboards across East London, the young urban creative capital of the city.
Impact
Up to 1M cumulative views across the hero film and social cutdowns.
OOH · In Stereo · wall
OOH · Shoreditch, London
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Ident & TV broadcast · MTV EMAs
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▶ Track 12 — Music × Live Event × Broadcast
MTV EMAs
Thinking
MTV made the idents I grew up on, so this was a dream brief. But coming into the 2020s, the network that once defined youth culture was losing grip on it. Then the EMAs came back live after the pandemic, in a country that had just legislated against its LGBTQ+ community. The answer was Music for ALL: a fluid, futuristic, radically inclusive world, and a political statement hiding in plain sight. Our opening ident sees a liquid rainbow alien, a walking pride symbol, land in a strange European city and vogue through its streets to the arena, flooding it with bisexual lighting and freedom of musical expression for the final show. Against a tight clock, we skipped building a CG character from scratch: it was shot live action with a world-class dance talent in a green suit, transformed in VFX.
Role
Creative Direction and Film Director of the show’s opening ident, co-shaping the look and feel of the live show around it, from branding and stage visuals to visualizers and the year’s whole aesthetic.
Rollout
The ident opened the ceremony live in the arena, in front of pop’s elite, then went out to TV audiences around the globe. Its universe carried through the key art, nominee and winner assets, show idents, stage design and live visuals across the night.
Impact
MTV’s triumphant return to a live EMAs, broadcast globally, with a stand for inclusivity planted in a country actively legislating against it. A reboot of MTV’s visual identity for a new decade: future-facing, inclusive and unmistakably pop.
Live show
Key art · nominees
Stage design
Identity · EMA logo
Live show
Stage design · Budapest
Identity · Music for All
Liquid stage
Key art · nominees
Show idents
Social · Best K-pop winners
Design asset · giant EMA award
Show idents
Live show
Key art · nominees
✳
▶ Track 13 — Beverages × Beauty × Creator
Beefeater Gin
Thinking
Beefeater 24 had the craft but not the cool. To win sophisticated new-age women, gin had to stop looking like a drink and start looking like a ritual. So we borrowed the most-watched ritual on their feeds, the GRWM, and made it cinematic. A beauty creator and a world-class mixologist work side by side, two artists perfecting their craft in parallel, transforming the night together. The bottle sits where the lipstick would: Beefeater 24 positioned as a beauty product.
Role
Creative Director and Film Director, from the idea through execution and design.
Rollout
A cinematically polished, sexy spin on the GRWM video, cut for social first, then carried onto retail and digital signage in bars.
Impact
Repositioned Beefeater 24 from heritage gin to modern luxury, lifting the brand’s reputation and identity with a new generation of women and carrying it into a new decade.
Social · cutdown
Brand commercial · extended cut
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▶ Track 14 — Beverages × Sport × Content Engine
Red Bull — Dance Your Style
Thinking
Dance Your Style needed a hero moment, and the dancers needed a stage. So we built a cypher: a new generation of British dance elite, every style from krump to breaking, in a gritty industrial space. In the hero film each dancer feeds off the last and hands the energy to the next, interlocking into one big dance machine, a living mosaic of British dance culture. The film was also designed as a content engine, built from 15-second units that cut cleanly into standalone socials. A skeletal concept that rewards viewers instantly and repeats endlessly: high-volume content harvesting, built into the edit from day one.
Role
Creative Director and Film Director across the hero film and all social assets.
Rollout
A hero brand film, harvested into a stream of cypher-style socials across Red Bull’s global network of channels.
Impact
Mobilized a new generation of British dancers and put them on the world stage, giving UK dance culture global visibility across Red Bull’s global channels, reaching millions.
Hero film · Dance Your Style
Social · vertical cypher
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Brand film · Invisible Women
▶ Track 15 — Tech × Women × Series
Uber
Thinking
History has a habit of editing women out. For International Women’s Day, Uber handed the wheel to London’s next generation of female creatives, each riding across the city to the places where the women who paved their way made history and never got the credit. The Invisible Women is a mini-doc series of love letters to the unsung pioneers.
Role
Creative Direction and Film Editor across all assets.
Rollout
A hero film and three mini-docs, each led by a different female London creative personality, plus social cutdowns. Partnered with English Heritage and carried in-app, with riders invited to nominate the next women for a blue plaque.
Impact
Only 14% of London’s 900+ blue plaques honor women. We turned thousands of everyday rides into a campaign to change that, making a ride-hailing brand a platform for cultural memory.
Social · vertical cutdown
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▶ Track 16 — Beverages × Music × Series
Red Bull — Jessie Ware Remixed
Thinking
Years before sped-up edits, five-version deluxe drops and TikTok remixes turned every hit into a multiverse, we built one. Red Bull Studios handed a hot new single by Jessie Ware, the renowned British pop diva, to five producers of their moment across five cities, from London, Paris, Amsterdam and Copenhagen to New York, and filmed each one taking it apart in their own studio. One song, reborn five times over five days: a release strategy built for the way music lives online now, long before it was the norm.
Role
Creative Director from inception to execution, including the streaming UI built to house the final remixes. Film Director across all films and assets.
Rollout
Five remixes and five webisodes, one dropped every day for a week, streamed free on a Red Bull Studios microsite, broadcast on Red Bull TV and premiered across top tastemaker publications, from The FADER, i-D and Complex to VICE and Hypebeast.
Impact
One single turned into a week-long event, putting Jessie Ware in front of grime, house, techno, beat-scene and hip-hop audiences at once, and proving early that a song can be a living format, not a finished product.
Ident · Red Bull Studios
Artist · TOKiMONSTA
Earned media · The FADER
Docu-series · 1 track, 5 cities
Music tech · TOKiMONSTA, Copenhagen
Earned media · XLR8R
Music tech · Jessie Ware × TOKiMONSTA
Earned media · i-D premiere
Music tech · Nina Kraviz, Amsterdam
Artist · Nina Kraviz
Microsite · Red Bull Studios
Artist · Jessie Ware
Production · on set with Jessie Ware
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✣
▶ Track 17 — Tech × Youth Culture × Creator Program
Apple — Made in LDN
Thinking
When the pandemic shut Apple’s doors, Today at Apple lost its stage: the flagship stores where young Londoners came to learn, create and get seen. Made in LDN had to adapt without losing its soul. So we rebuilt the experiential creator program as a hybrid, filming the city’s next wave of talent live across London on cinema-rigged iPhones and mixing it with remote footage and Zoom sessions into showcases and short films. Influential creatives taught and mentored the city’s rising 16 to 25-year-old creators, connecting them with the industry at the moment they needed it most. Apple’s ecosystem became the venue, and London’s youth culture filled it.
Role
Creative Strategist, with creative direction across the project, including experiential, events, film and photography.
Rollout
Live YouTube and Instagram showcases, a short-film series and UGC, in partnership with the Mayor of London.
Impact
2M+ impressions, with 36 creators and around 20 creative and production specialists. More than reach, it gave young Londoners a launchpad into the industry, gave the city’s youth arts charities a bigger platform, and put Apple at the heart of the city’s creative pipeline.
Brand film · Extended cut
Creator program · live
Creator program · creator films
Campaign photography assets
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▶ Track 18 — Tech × Entertainment × Live Experience
Samsung
Thinking
Christmas is about being together. So what happens when you can’t be? Samsung’s answer was the Connected Christmas Gig: intimate performances from British soul star Lianne La Havas and Royal Ballet principal Marcelino Sambé, played to fans beamed in from their living rooms on Galaxy devices. No product demo, just the tech doing what it’s actually for, closing the distance. A front-row seat to one of the year’s warmest shows, from home.
Role
Creative Direction and Film Editor.
Rollout
Live-streamed, then cut into a multi-asset social campaign across Samsung’s channels and the artists’ own, taking a gig for a handful of screens to audiences far beyond the room.
Impact
Turned a product feature into a cultural moment. Samsung became the brand that kept live performance, and people, connected, with an emotional proof point no spec sheet could deliver.
Live stream · Connected Christmas Gig
Live stream · Connected dance performance
Creative tech · remote crowd
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Press to listen
✳
▶ Track 19 — Tech × Food × Culture
Eatwith App
Thinking
Eatwith is the digital app turning locals’ homes into the hottest tables in town: the Airbnb of dinner parties. The problem? Many people hate trying to host them. So we found someone who does too. British artist Professor Green sat down at the home table of a Michelin-starred chef, and we shot it fly-on-the-wall on 35mm. No hard sell, just a poignant, unguarded evening: sophisticated and reflective, but as familiar as family dinner. The best way to sell a tech platform is to make people forget it’s one.
Role
Creative Director and Film Director.
Rollout
A hero film and a run of social cutdowns across Eatwith’s channels.
Impact
A brand identity uplift that moved Eatwith from booking app to lifestyle brand: premium, human and culturally credible, selling the warmth of a real night in rather than the utility of a marketplace.
Production BTS · Directing
Brand film · Eatwith
Social · app UI cutdowns
Press to listen
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▶ Track 20 — Tech × Art × Video Series
Google Arts & Culture
Thinking
Making fine art feel like pop culture, without the pace of it. From Basquiat to Yo-Yo Ma to Lil Buck, the series connected creatives across art, architecture, music, dance and design, for people who’d never walk into a gallery. It became Culture for Comfort: Yo-Yo Ma’s #SongsOfComfort spun into films of creatives sharing the art that got them through, scored by Ma’s cello from home. Most of my work stops the scroll. This slowed it down. Glacial, reflective and allergic to engagement bait: slow social for a refined audience that knows patience pays.
Role
Creative Direction on a video series for Google Arts & Culture, Google’s platform for bringing the world’s museums and archives online.
Rollout
Dozens of films, alternative cuts and cutdowns for Google Arts & Culture’s digital channels, built to live alongside the platform’s collections and travel on social.
Impact
Brought museum-grade art to a mass digital audience under one of the world’s biggest tech brands.
Social · series trailer
Series · Culture of Comfort
Social · series cutdowns
Press to listen
Launch commercial · Telstar 18
Social · 4:5 cutdown
Social · 9:16 cutdown
▶ Track 21 — Fashion × Sport × Creator
Adidas — World Cup
Thinking
World Cup ball launches usually belong to the superstars. We flipped it: 23 Tango League street players flown into Moscow from around the world to share the pitch and the stage with Messi, Zidane, Kaká and Del Piero. The cage meets the legends, and the culture sells the ball.
Role
Creative Director across the launch: campaign concept, casting the Tango League street players alongside the legends, and directing the creative of the hero film, social cutdowns and in-store assets.
Rollout
A product launch for Telstar 18, the official World Cup match ball: a hero film and cutdowns across adidas Football’s Instagram and socials, adidas.com, and in-store screens in adidas retail worldwide.
Impact
Launch content for the ball of the most-watched World Cup ever, seen by 3.5B+ viewers. Street players on the same screen as Messi and Zidane, running across adidas’ global retail and digital.
Social · 1:1 cutdown
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Fashion film · Red Bull × CAT
Lookbook
001 //
Black Caterpillar ×
Alex Mattsson
Lookbook
004 //
White Caterpillar ×
Alex Mattsson
Digital lookbook assets
Lookbook
002 //
Black + White Caterpillar ×
Alex Mattsson
BTS · directing on set
✳
▶ Track 22 — Beverages × Fashion × Footwear
Red Bull × Caterpillar Footwear
Thinking
One of Red Bull’s first, and rarest, fashion collabs: a link-up with Caterpillar Footwear, designed by rising London designer Alex Mattsson. Red Bull wanted deeper roots in London fashion, one of the hottest scenes on the planet, so through Red Bull Catwalk Studio and the British Fashion Council, we brought the collection to life as a fashion film and music video hybrid. It has all the gloss of a lookbook, then hijacks it: the polish keeps cracking into surreal, DMT-trip detours and found-footage horror excursions, all soundtracked by queer rap icon Zebra Katz. Another chapter in my growing obsession with playing with formats.
Role
Co-Creative Director across the entire project. Film Director of the film.
Rollout
Premiered at a special cinema screening, then played on runways and at fashion exhibitions.
Impact
A rare fashion crossover for Red Bull and a breakout moment for one of London’s most-watched young designers. Picked up by The FADER and Complex, it expanded Alex Mattsson’s reach and gave Red Bull and Caterpillar real credibility in fashion.
Lookbook
003 //
Mystery Caterpillar ×
Alex Mattsson
Press to listen
Launch film · extended cut
✳
▶ Track 23 — Tech × Fintech × Brand Launch
Ekofolio Digital Assets
Thinking
Investing in trees? Exactly. Ekofolio had three hard sells at once: forests that take decades to pay off, a blockchain token most people don’t trust, and a climate promise everyone’s heard before. Their answer was smart: tokenize forests so anyone can own a piece from €50 and sell anytime, with satellites watching every tree. Our job was to make it feel human, not abstract. The launch film tapped a millennial mood: burned out on the rat race and craving nature, wellness and something more spiritual than industry. Ekofolio became a way to invest in that escape, and the film set the bar for the brand from day one.
Role
Creative Direction across the brand positioning, and Film Director of the launch film.
Rollout
A hero launch film screened at international conferences, plus cutdowns for Ekofolio’s owned channels.
Impact
Gave a complex climate-fintech a brand investors could buy into, raising its investor prospects and powering its growth spurt.
Press to listen
▶ Track 24 — Beverages × Sport × Docu-Series
Red Bull — The Crew Code
Thinking
Years before breaking hit the Olympics, it had faded from the mainstream, mid-transition from rebellious street culture to sport, leaving a lost history and forgotten characters behind. So we went deep. Shot meta: a documentary about two top-seeded b-boys trying to make a documentary. On the surface, a crew-culture deep dive. Underneath, a musing on memory and father time: aging, holding on and moving on when dance doesn’t become a career. And a contemplative portrait of masculinity, mentorship and redemption.
Role
Creative Director across the entire series campaign. Film Director of all eight episodes.
Rollout
An international series shot around the globe. Eight episodes on Red Bull TV, also streaming on Apple TV.
Impact
3M+ views across Red Bull TV and other channels. Made five years before breaking was confirmed as an Olympic sport, it became an archive of the culture’s lost history.
Docu-series · The Crew Code
Episode 1 · Renegade Rockers · San Francisco
Episode 2 · Pockemon Crew · Lyon, France
Episode 4 · Rock So Fresh · San Diego
Episode 7 · The Ruggeds · Eindhoven, Netherlands
BTS · shooting the docu-series
Episode 5 · Soul Mavericks · London, UK
Episode 3 · Massive Monkees · Seattle
Episode 6 · Phaze II · Chicago
Episode 8 · Hustle Kidz · Tilburg, Netherlands
Press to listen
✳
▶ Track 25 — Impact × Social × Satire
World Vision
Thinking
Charity ads have a cliché problem: flies, sad eyes, slow piano, and an audience trained to scroll straight past. So we hijacked the most bingeable format on the feed, the recipe video. It starts like any other, then quietly falls apart, until the perfect plate becomes what families in crisis zones are actually left with. A satire with a shockvertising twist, built to make people check their own doomscroll apathy, privilege and consumption, then hand them a way to act.
Role
Creative Director and Film Director, from concept to final cut.
Rollout
Social-first and seeded where the format lives: Facebook, home to a huge recipe-video following and the culture around it. It landed in the feed as just another recipe, until it wasn’t.
Impact
Repositioned World Vision from an aging charity voice to a culturally fluent one. It spoke the internet’s own language and earned attention in the feed instead of guilt-tripping its way in.
Press to listen
▶ Track 26 — Social × Creator
TikTok — Mami 4 Yout
Thinking
The best way to understand the feed is to live in it. A cross-cultural rom-com side project: tongue-in-cheek, adventurous and soundtracked.
Role
Co-creator: creative directing, writing hooks, shooting, editing and music.
Rollout
Regular UGC-style socials, as ongoing proof of work.
Impact
0 to almost 10K followers in less than half a year. Biggest clip: 700K+ views and 40K+ likes.
Creator · TikTok series
Press to listen
Press to listen
Press to listen
Press to listen
Press to listen
Press to listen
◉ Related playlists
AI Projects & Next Eras
▶ Related playlist — AI × Music × Culture
Thinking
AI makes more. I decide what’s worth making. I treat models like a whole creative department, talent and crew included: briefed, directed and cut for taste, so the work feels like culture, not content.
Role
Creative Director and Director. I concept, direct and edit AI-assisted films end to end, from the world and visual language to model choice, generation and the final cut.
Rollout
Loading. The old rollout was a drop. Mine never stops: one world, infinite cuts, every feed served its own version while the culture writes back in real time.
Impact
Proof that AI film can feel authored, not generated: real camera language, performances with weight, and a point of view no model can average out. And I started early, putting AI in the VFX pipeline on Jazmin Bean’s “Carnage” years before it went mainstream.
Next era 01
▶
in production
Next era 02
▶
premieres here
Next era 03
▶
coming soon
Early Uploads & Deep Cuts
▶ Related playlist — Editorial × Culture
Thinking
Before the algorithm, there was the underground music blog. PinBoard was a pioneering youth-culture music platform, creating content with artists in the room right before the world caught up: A$AP Rocky and Labrinth in the studio, Tyler and Odd Future storming the Camden Crawl stage, Ed Sheeran’s stripped-back “The A Team”, played while Ed was still homeless, Danny Brown in collaboration with VICE, and intimate exclusives with Kid Cudi, Janelle Monáe and Jazmine Sullivan. No strategy deck, just taste, access and an instinct for what was next.
Role
Co-Founder, Content Lead & Curator, setting editorial and creative direction across writing, video and publishing.
Rollout
PinBoard, YouTube, Twitter, SoundCloud and Bandcamp, passed blog to blog in the era when blogs broke artists.
Impact
10M+ views and a cult following. If you knew, you knew. A platform ahead of its time, filming tomorrow’s icons first.
Editorial · live music video
2:25 / 3:47
720p ▲
A$AP Rocky – Pretty Flacko
from PinBoardBlog
★★★★★
Editorial · festival film
0:03 / 9:30
480p ▲
Tyler, The Creator & Odd Future – Stage Rush
from PinBoardBlog
★★★★★
Editorial · acoustic session
0:03 / 8:22
360p ▲
Ed Sheeran – The A Team
from PinBoardBlog
★★★★★
Editorial · VICE partnership
1:48 / 3:20
720p ▲
Danny Brown – Blueberry (Pills & Cocaine)
from PinBoardBlog × VICE
★★★★★
Related Videos
Editorial · live music video
4:31
Labrinth – Express Yourself
by PinBoardBlog
★★★★★
Editorial · interview doc
4:43
Kid Cudi – Exclusive
by PinBoardBlog
★★★★★
Editorial · profile
5:54
Janelle Monáe – Exclusive
by PinBoardBlog
★★★★★
Editorial · interview doc
9:52
Jazmine Sullivan – Exclusive
by PinBoardBlog
★★★★★
Origin story
Liner notes
London-raised Shan Phearon is an acclaimed multidisciplinary creative director, strategist & tastemaker based in Los Angeles.
From innovative global branded campaigns to major music videos, his work creates new kinds of iconography.
A futurist raised on nostalgia in his father’s record store, he saw The Matrix in 1999 and has been calling culture’s next move ever since, in the room for every era that shifted attention.
Combining a showmanship instinct, international savvy and a cultural edge, he designs content to be felt, talked about and taken apart.
Peers call him “one of those creatives you meet and are immediately transformed by their creative perspective” (Kareem Adeshina, Greatcoat Films), while the press has highlighted that he’s “renowned for his drive for perfection” (Promonews).
His read now: companies hire from the companies they admire, the same references circle the same rooms, and the self-replicating loop closes. Most brands don’t have an awareness problem. Their bubble has a perspective problem.
Shan brings the point of view those rooms are missing. He builds creative systems and player-coaches teams that fuse storytelling with forward-thinking technology to make the world’s most visionary brands relevant.
Everyone’s making content. Algorithms try to make culture. He makes lore and canon.
Recognition
Awards & press
Accolades & nominations
UK MV Awards
Berlin MV Awards
1.4 Awards
The Drum Awards
Published across
Vogue
Pitchfork
The Guardian
Rolling Stone
VICE
Complex
The Fader
Wonderland
Kerrang!
The Line of Best Fit
Clash
Dexerto
Hypebeast
LA Weekly
Notion
1.4
shots
Promonews
Billboard
Philosophy
Three ideas
01
When making becomes infinite, direction becomes the job.
02
The machine makes it new. A human makes it matter.
03
The future is mostly the past, remixed by whoever’s paying attention.
The podcast era
On air · Video podcast
▶ Click for sound
Shan Phearon talks directing
Behind the engagement-bait mask
“Arguably one of the most interesting directors to emerge from the UK music video scene in the 2020s generation.”
— The Trenches Talk
“It’s like diet controversy.”
— Shan Phearon
Watch the episode ↗
What the critics are saying
Promonews · Jan 2023
Shan Phearon on Jazmin Bean’s “Carnage”
“In making his music videos, Shan Phearon has become renowned for his drive for perfection for his music artists. Phearon’s video for Jazmin Bean’s Carnage is a brilliantly conceived evocation of the dark fairytale world of Jazmin Bean, via Phearon’s encyclopedic knowledge of music culture, and movies from blockbuster to arthouse, over the past 30 years. Crucially, the director has set the bar high - to somehow match the sensibility of one of those era-defining sci-fi fantasy blockbusters in a British music video. And he has triumphantly achieved his objective.”
— David Knight, Promonews
“I feel like we cracked another code… nothing is impossible now.”
“Originality is only a sum of its un-original parts.”
“Translating the artist, playing the orchestra, incepting vision, etc. It was a coach procedure.”
Promonews · Mar 2021
Behind Tiggs Da Author’s “Fly ’Em High”
“Shan Phearon’s appreciation of the power of popular cinema has influenced his music video work for the likes of One Acen. and Ocean Wisdom. Now he has fused one of the most popular film genres with the conventions of the grime video, with sensational results. The intriguing scenario is the jumping-off point for a remarkable visual experience, delivered with disorientating unpredictability. Both claustrophobic and luridly colourful, with elements of humour and even poignancy.”
— Promonews
“Cinematically, I love when societal ideas are Trojan horses via high concept ‘genre’ entertainment.”
“Plus, isn’t all ‘reality’ now engineered? ‘Authenticity’ a fallacy? So finding artificiality to try and explain reality can be interesting subtext.”
U2songs · Mar 2023
I Will Follow — Songs of Surrender (Shan Phearon)
“UK Drill meets the themes of U2’s debut album Boy. “Let’s reframe these through a modern European inner-city youth lens. Worlds crossing.””
— U2Songs.com, superfan archive
“Those are the times I felt most connected with him, through the music he shared with me.”
1.4 · May 2022
Animal instinct
“Greatcoat director Shan Phearon wows us with a stylised sensory overload in Puppy Pound from London-based artist Jazmin Bean.”
— Becca Nichols, 1.4
“Filmmaking is an immortalisation process. If you’re putting something small but new into the world that other film creatives can build on in the future, it’s worth it. If all involved in a project can say they’ve tried something to push the needle even just a tiny bit, it’s always worth it.”
“The present is the future. That’s one philosophy. But it’s less about an aesthetic, more about mindset. I respect Futurists. They are brave to think ahead of their time and help guide culture. Pedestrians don’t. Futurism is one approach that blends with any style.”
“Our film school and grasp of cinematic language came from: torrents, YouTube tutorials, fan theory video essays, copious digital short-form & other cutting edge arts scenes. It encouraged bending established rules. I believe most of this generation’s cinematic risk-takers & innovators work in short-form, especially music video.”
shots · Dec 2020
Playlist: Shan Phearon
“We spoke with director Shan Phearon about quality music videos, celluloid GOATS and the future of the music promo industry.”
— Daniel Huntley, shots
“I think that’s a dream scenario for most directors, to be paired to work closely and nurture creative direction with essentially ‘performance art willing’ type artists, or at the very least artists open to creative enlightenment and expanding their brand world.”
“Currently, we’re maybe still in the online hangover era of ‘art’ vs. ‘content creation’. Content creation is perhaps cheap, ephemeral and over-prescribed, but art is an event, it’s timeless. When art and commerce meet again, it’s gonna be explosive.”
Let’s build your
next era.
shanphearonfilm@gmail.com
LinkedIn ↗
Download resume ↓