Brand Partnerships
Overview & Featured Projects -
At Globe Studios, I helped shape a creative partnership model that brought together brand strategy, sync, content and production to deliver full 360 solutions for partners operating across music, culture and entertainment. Working closely with Universal’s brand, sync and business development teams, as well as labels, artists, managers, broadcasters, platforms and IP partners, I developed and executive produced campaigns that joined the dots across the whole ecosystem — creating work that felt commercially smart, culturally credible and valuable to both brands and audiences.
The focus was always on building ideas that could connect talent, culture and fandom in meaningful ways, while working fluidly across multiple platforms and formats. From branded storytelling and broadcast-led formats to live activations and digital-first campaigns, the aim was to create partnership work that felt joined-up, ambitious and globally scalable.
Metallica X Vans - Hardwired @ House of Vans
Role - Executive Producer
Client - Vans | Metallica
Overview -
A global brand partnership created to launch Metallica’s Hardwired…To Self-Destruct through an exclusive intimate live event, worldwide livestream and fully integrated fan campaign. Built with Vans and House of Vans London, the project turned an album release into a large-scale cultural moment, combining live performance, branded experience, digital content and global amplification to connect Metallica’s fanbase with one of Vans’ biggest music partnerships to date.
Creative -
The vision was to create far more than a launch gig. We built a full campaign ecosystem around a one-night-only Metallica performance under the arches of House of Vans London, using the event as the centrepiece of a broader global content and brand activation strategy. What made the partnership particularly powerful was its authenticity: Vans and Metallica already shared a genuine cultural connection, rooted in skate culture, alternative music and a history of previous collaboration, so the campaign felt native rather than imposed. House of Vans gave the project a real home, a venue, brand world and community that made the partnership feel lived-in, credible and culturally right.
The venue was transformed into a fully immersive Metallica x Vans environment, with branded projections, skateboard park with international skaters, gallery, bespoke merchandise, exclusive giveaways, VIP experiences, a Lars Ulrich interview piece and a bowl jam with Vans pro riders. Tickets were distributed through public and fan-club ballots, building scarcity and buzz, while the show was live streamed globally via MetallicaTV and supported by a wider content strategy across social, photography, editorial partnerships and on-demand viewing. The result was a campaign that combined authentic brand fit, fan access and global scale in a way that felt genuinely distinctive.
Impact -
950+ livestream views on the night and 1.5M+ on-demand views within 7 days.
85k+ ballot entries for just 600 tickets, with fans travelling over 5,000 miles to attend.
2M+ stream plays in release week and 2M+ social engagements around the campaign.
480k+ engagements across Vans’ channels and 2.2M+ engagements across Metallica’s global fanbase.
Generated £70M+ editorial media value with coverage across Billboard, Rolling Stone, NME, Kerrang!, Sky News, The Times, GQ and more.
Helped kick-start an album campaign that went on to deliver the 3rd biggest opening week sales of the year and a Grammy nomination.
On Track with SEAT
Role - Executive Producer
Client - SEAT
Overview -
A multi-series music format for Channel 4, created for SEAT to connect the new SEAT Ibiza with a younger audience through credible music culture and artist-led storytelling. Built as a branded content series with real editorial value, On Track positioned SEAT at the heart of contemporary music in a way that felt authentic, distinctive and platform-aware.
Creative -
The format gave audiences a front-row view into the pressure, craft and spontaneity of a live studio session. Filmed at the renowned Metropolis Studios, each episode followed an artist recording a bespoke four-track EP direct to acetate, with performances captured in real time as the record was being cut.
That process became the creative hook: live recording, musicianship and unpredictability turned into compelling entertainment. Each session combined performance with artist insight and storytelling, and featured original material alongside a unique cover version exclusive to the format. Limited-edition vinyl releases, designed by the artists themselves, extended the idea beyond broadcast and reinforced the physical craft at the centre of the series.
The partnership was fully integrated across titles, bumpers and competition mechanics, while the format also extended into live activation at Reading & Leeds, bringing the series into real-world music environments and connecting directly with SEAT’s target audience.
Impact -
2 series broadcast on Channel 4
Featured artists including Ellie Goulding, Foals, Bombay Bicycle Club, The Maccabees, Manic Street Preachers and Robyn
Created bespoke direct-to-vinyl EPs and artist-designed limited editions
Extended into Reading & Leeds festival activation
Included a test-drive mechanic tied to exclusive Universal Music artist downloads
Music Week Award winner — Best Music & Brand Campaign
B&O Living Room Tour - Paul McCartney
Role - Executive Producer
Client - Bang & Olufsen | BBH
Overview -
A premium global brand partnership for Bang & Olufsen, created to reassert the brand’s sound credentials through artist access, live content and experiential storytelling. Built around the release of Paul McCartney’s NEW, the campaign positioned B&O at the heart of a global music conversation by connecting one of the world’s most iconic artists with a brand known for exceptional audio.
Creative -
The idea was built around a shared belief that great music should be heard as the artist intended. To bring that to life, we partnered with Paul McCartney on a global live-streamed conversation around the making of NEW, giving audiences the opportunity to hear him reflect on the writing, recording and production of the album, including his collaborations with Mark Ronson, Ethan Johns, Paul Epworth and Giles Martin.
With the living room positioned as the emotional and acoustic heart of the home, we created an idealised listening and conversation space in The Shard, using its scale and views across London to elevate the experience while keeping the tone intimate, design-led and artist-focused. Audiences were invited to submit questions to Paul, extending the sense of access and participation, while the campaign then rolled out into B&O retail stores through previews, listening events and a wider international activation.
Impact -
Launched the first instalment of The Living Room Tour as an ongoing premium artist platform
Delivered a global YouTube live-streamed event built around Paul McCartney and NEW
Extended into international retail activations at B&O stores, listening events and multi-channel rollout
Reinforced B&O’s positioning around premium sound, artist intent and cultural credibility
