Creative Direction
Featured Projects
Creative leadership across immersive, live and multi-platform storytelling, shaping big ideas, visual worlds and audience experiences from concept to delivery.
This section brings together projects where the role was about defining the creative vision, building the world, shaping the format and leading the execution across talent, platform and audience experience.
World Wildlife Fund - World Needs Love
Role - Creative Director & Executive Director
Overview -
A major UK Christmas campaign created for WWF, using powerful storytelling to reconnect people emotionally with the natural world. World Needs Love reframed environmental action through empathy and collective responsibility, shifting the conversation away from fear and towards care, connection and shared responsibility.
The campaign was designed to make the climate crisis feel more human and emotionally resonant, particularly for younger audiences, while supporting a clear behavioural goal around new monthly subscriptions.
Creative -
The campaign was built around Will Young’s reinterpretation of Burt Bacharach classic ‘What the World Needs Now Is Love’ — the songs message of care, empathy and shared humanity aligned perfectly with WWF’s call to protect the natural world. Rather than using music simply as accompaniment, the track became the emotional spine of the campaign, helping audiences connect more deeply with both the beauty of what we have and the urgency of protecting it.
That emotional hook was brought to life through a studio shoot with Will Young in London, parallaxed WWF archive photography that gave iconic wildlife images new depth and immediacy, and location filming in South Africa that returned those visuals to the living environments the campaign sought to protect.
Carefully crafted statements and environmental data added weight and reflection without tipping the tone into fear, while Will Young’s role as a WWF ambassador helped extend the campaign beyond the film itself through wider broadcast and promotional activity.
Impact -
Seen by 50%+ of the UK population at least three times
Launched with a Channel 4 prime time ad-break takeover
Rolled out across Radio 1, YouTube, Instagram, MTV and Vevo
Exceeded the target of 25k new direct debit monthly sign-ups
Impact -
44 artists featured, including John Legend, Kesha, Cypress Hill, Machine Gun Kelly, A$AP Ferg, Saweetie and Tori Kelly
5M+ views for Nelly on YouTube
Released across Meta Quest, the MelodyVR app and YouTube
Helped define MelodyVR’s original content strategy and immersive performance offering
MelodyVR Originals
Role - Creative Director & Executive Producer
Overview -
A slate of interconnected original formats created to bring fans closer to artists through storytelling, performance, access and interaction, all conceived specifically for virtual reality rather than adapted from traditional 2D production. Developed as part of the content roadmap and wider strategy to grow the platforms user based and engage artist onto the platform. MelodyVR Originals helped move the platform beyond simple concert capture into a more distinctive editorial proposition built around immersive, presence-led experiences.
The aim was to create a playground of experiences that connected artists and fans in unique environment and worlds, utilising the strength of VR to drive a deeper connection and sense of emotion. The formats were set, lit and designed for the headset experience, and that offered artists, labels and management something unique, culturally relevant and platform-native.
Original Formats -
The slate included a series of branded original concepts built around the idea of “reality” as a deeper form of access and connection. Open/R focused on emerging artists, combining stripped-back performance and interview to support discovery and broader platform activations such as New Music Month, with artists including Lewis Capaldi and Ashnikko. Close/R featured more established artists, captured in distinctive environments and shot in ways that emphasised intimacy, atmosphere and presence, including Emeli Sandé.
Follow/R extended the access proposition, allowing fans a window into artists worlds, like they are part of the entourage. Bringing audiences closer to the artist experience in a way that felt more personal and immersive than traditional behind-the-scenes content. Alongside those formats, Sample/R explored new ways of visualising and interpreting an artist’s album within VR, while other concepts in development pushed further into catalogue storytelling and more layered narrative experiences.
Across the slate, the ambition was always the same: not to replicate traditional production in 360°, but to create something more transportive, more emotionally connected and more creatively ambitious and premium.
Impact -
28+ minutes average dwell time per session
200%+ growth in app installs
Recognition from Google and Apple as a standout consumer platform
Expanded the volume and ambition of original content on the platform
Grew the platforms content release schedule by a third
Helped establish MelodyVR as a more distinctive and engaging destination for immersive music experiences
Live From LA
Role - Creative Director & Executive Producer
Overview -
A flagship immersive performance series created to define MelodyVR’s original content strategy and reimagine live music for headset audiences. Live From LA was designed to transport fans into the studio through intimate, cinematic 360° performances that created a rare feeling of presence, proximity and one-to-one connection with the artist.
Built as a premium cross-platform music format, the series combined artist-led visual environments, bespoke screen content and immersive performance capture to create a 360° world audiences could explore on their own terms, moving beyond passive viewing into a more emotional, participatory experience.
Creative -
Live From LA was designed to place the audience inside the performance. Artists performed in the round within a true 360° configuration, with the focus shifting away from scale and spectacle and towards intimacy, emotion and access.
Surrounding the performance were ten 4K screens carrying original visual content tailored to each artist’s visual identity, songs and mood. Wherever the viewer chose to look, there was something unfolding, creating a layered performance environment that rewarded attention and deepened the sense of immersion.
