Work
Global Citizen Presents
Mandela 100
Mobilising the next generation to defeat poverty and demand equity in Africa
A career highlight. A multi-channel, global marketing campaign crafted by my team, that launched Global Citizen on the African continent and amplified the broadcast of a once in a lifetime people-powered festival, featuring Beyoncé and JAY-Z, to the world. In honour of Nelson Mandela’s centenary, the Global Citizen Festival Mandela 100 at Johannesburg’s FNB stadium called on world leaders, governments, corporates, artists and citizens to take action in support of the UN’s Global Goals.
More than 5m citizen actions globally, $7bn committed to ending extreme poverty, 500,000 Global Citizens recruited locally, and 350m views in 180 countries worldwide.
Together At Home with
Lady Gaga and The WHO
*THAT* lockdown concert
Remember lockdown 1.0 when Chris Martin inspired a chain reaction of celebrities and artists presenting their skills to the world from their bedrooms? Global Citizen powered this cultural phenomenon and with help from Lady Gaga and the World Health Organisation, created the historic Together at Home campaign. In Just three weeks the biggest ever virtual concert was born. It featured hundreds of artists - from Lizzo to Christine and The Queens and The Rolling Stones - corporate partners, and hundreds of thousands of citizens tuning in and campaigning for vital support for frontline workers. This giant cross-functional effort was amplified by a complex global marketing campaign and iconic Visual Identity executed by my team.
Together At Home was watched by more than 270m people worldwide and raised $128m in response to the COVID-19 crisis. Partners included Live Nation, BBC, Apple Music, YouTube, Spotify.
A Dancing Nation by Ballantine’s Whisky and Boiler Room
Championing the social power of dance in South Africa’s townships
I am proud to have been part of the ideation and development of True Music; Ballantine’s and Boiler Room’s now eight year partnership, spotlighting international music communities. I was involved in rights negotiations, platform development and partnership execution spanning creative, experiential & film in South America, Africa, Europe and Russia. A highlight was meeting The Indigenous Dance Academy from Tembisa on our journey; uncovering the deeply ingrained and transformative power of dance in their community, and hosting a show with Okmalumkoolcat, Black Coffee and more at Johannesburg’s iconic Constitution Hill. This ongoing initiative has truly introduced Ballantine’s Whisky to new audiences, shaking up the scotch whisky stereotype but most importantly - it has provided a global platform for creative communities the world over.
Havana Cultura with Gilles Peterson
Fostering cultural exchange from Cuba to the world
A multi-market, multi-channel campaign with art, community and collaboration at it’s core. Havana Cultura Mix was a platform, 360 campaign and music album curated by Gilles Peterson and Brownswood Recordings that brought together Cuban artists with international producers from Russia, Hungary, Chile, Germany, Norway, South Africa and the UK. This campaign built on Havana Club’s foundation in culture, celebrated the authentic Cuban passion for life, and positioned the rum brand as a credible voice in world music and creative discovery.