THE PROBLEM

Island Records needed real-time storytelling across a live festival — content that captured the energy authentically without feeling like branded coverage.
 

THE THINKING

I led strategy, production and creative direction, building a team to document performances, artist profiles and on-ground moments as they happened. The approach prioritised authenticity over polish finding the story in the moment, not manufacturing one.
 

THE IMPACT

A social narrative that felt like being there by building genuine connection between artists, the label and their audiences across the festival's run.