Strategy

Research

Artist Research (Audience & Creative) / Spotify / 2026

Carried out audience and creative research to support the upcoming Gorillaz campaign

Artist Research (Market) / Spotify / 2026

Carried out audience and market research to support Giveon’s March 2026 London show at the O2.

Lead Researcher / In A Perpetual Remix, Where Is My Song? / The Tate Modern, London / 2025

As lead researcher, I examined the mediation of the body in the digital age: how embodiment translates online, the aesthetics economy and its effects on subjectivity and social life, and the psychophysical transformations it engenders. I also investigated the spectacle of the Black female body within white societies.

Researcher / Dead God Flow / LAS Art Foundation, Berlin / 2025

Artist Research / Brit Awards, Curly Media / 2025

Collating and analysing secondary data to provide to the client for press materials (link)

Research and Development / Nike, Pulsar Studios / 2024

Provide research and development to support the UK and EU markets with audience insights and trend intelligence.

Image Research / Nike, Pulsar Studios / 2024

Sharing visual materials to support research and development for community insight gathering.

Documentary Research / Channel 4, Curly Media / 2024

Providing in-depth secondary research to support the development of an informative, investigative documentary film.

Researcher / Puma RS-X, Futurimpose / 2022

Supporting foundational research for the campaign’s hero film, alongside providing visual references to inform shoot direction (link)

Branding

Copywriting (International) / Loro Piana / 2026

Wrote copy for Loro Pianas’ Royal Lightness campaign — an in-store activation across selected global locations that spotlights the brand’s patented technology through an immersive, interactive guest experience. At the end, guests receive a gift book capturing the experience and key product information.

Copywriting (MENA) / Loro Piana / 2026

Produced copy for Loro Piana’s Ramadan 2026 capsule collection launch, showcased through suhoor (breaking of the fast) presentations during the month of Ramadan

Copywriting / Spotify UK, Curly Media / 2025

Brand Strategy / New Balance, Curly Media / 2024

Developed a strong understanding of the brand’s identity, messaging, and legacy to propose a new, innovative activation for a debut shoe launch (New Balance 1080 V14). Explored ways to celebrate the product and engage target markets in alignment with the client’s objectives. Focused on communicating the product effectively to contemporary audiences, both digitally and in real-world settings.

Digital Marketing / Roc Nation, Vayda / 2024

Developed innovative strategies to engage both existing and new audiences for the 2024 release of the artist’s single Baby Baby. This involved conceptualising audience engagement ideas that aligned closely with the artist’s unique brand identity, tone, and visual language. The approach focused on creating authentic touchpoints across digital platforms and real-world activations, ensuring the campaign resonated with her core fanbase while attracting wider interest.

Digital Marketing / Roc Nation, Klein (Touched by an Angel) / 2023

Having worked with Klein over several years, I supported the release of her album Touched by an Angel, by helping to expand its reach to new global audiences, working closely with the artist and the Roc Nation team and the president of Equity Distribution. My focus was on digital engagement and streaming strategies that aligned with Klein’s distinctive brand and audience relationships, ensuring communication remained authentic and true to her ethos. Alongside this, I led on guerrilla marketing approaches — using street messaging and distributing dubplates of select singles to DJs and producers — bridging digital and physical worlds to engage listeners both directly and indirectly, and building lasting connections with first-time and returning audiences.