O2 Music
In February 2019 I was brought into the fold of an agency called Just So to help come up with a creative concept for an O2 Music pitch which would engage with the infamous gen-z, whilst highlighting the importance of live music. However instead of playing it safe I asked Just So why don’t we go big.
O2 sponsored over 200 music venues across the UK, yet I could not see anything to showcase the next generation of new music. So with the backing of Just So I came up with a creative pitch that saw O2 Music making their own unique content which showcased the next generation of the UK’s live music scene.
We pitched in a multi format partnership which ranged across different genres directed and overseen by me. We won it. This is O2 Music
On: In: 05
What are the thoughts before an artist goes on stage? That was the key insight as I developied this format. A mini documentary that showcased an artist as they prepared themselves before they go out on to perform. Shot in grey scale and always up close and personal with a VO as a stream of consciousness, this is On: In: 05.
Notes On
What are the inspirations behind a song? Working closely with Director Lucy Bridger , we came up with a unique and simple format which evolved over time. Over the course of 11 episodes we sat down and chatted with a diverse selection of artists as they deep dived into their songs and what has inspired them to perform.
In The Round
One thing we always set out to do with O2 Music was to create our performance piece, and holy hell did we do it. Creating intimate performances using the O2 Academies, we put up a simple lighting set up and singular filming rig. Inviting bands from all different genres we created a simple effective piece of content which really showcased some of the biggest upcoming names on the UK music scene.
Music Box
One box, ten instruments, one performance. That was the line we had written down for this format, and it took us a few stabs to get it, and here it is. In each of the episodes we invited an artist to recreate their music with ten random instruments from a music box. With such a simple format, each artist was able to bring their own creative flow and energy to their musical process which could be seen in each of the episodes.