MISS UNDERSTOOD MIX by DJ Argumentative
Strategy
Research
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 / Spotify UK, Curly Media / 2025
- Copywriting for the brand’s social channels
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.