Strategy

Hypebeast, EMEAOriginal Shift                 

By establishing and leading the branded content faction of Hypebeast in the EMEA region, I’ve fine tuned the editorial quality, increasing revenue across the business as well as built a team to execute campaigns. As well as assisting the launch strategy of regional verticals such as Africa, Arabia and UK, I’ve led a number of multi-million dollar campaigns, and led the publication’s IP offering. As one of the founding members of Original Shift, I’ve overseen the output of the platform — managing a number of freelancers, producing engaging, culturally relevant content. Alongside the social media, I led the independent print publications, proactivley brought pitches in for brand partnerships as well as established the creative agency faction of the business.                      

BRED Abu Dhabi

Hypebeast FLEA


Powering the debut BRED Festival in Abu Dhabi, the five-day celebration of culture included a star- studded line-up of regional and international artists and brands. As well as leading the content strategy and executing the coverage, I also supported the facilitation of the HBX space that featured brands such as PLEASURES, Daily Paper and Filling Pieces in addition to a range of cultural activations including an exhibition and live music.

The high engagement and positive reception led to its bigger-and-better second instalment which also saw the introduction of HypeArt to the space.
 For Hypebeast’s first major-IRL event in the UK and global FLEA debut, 20 emerging brands were enlisted to celebrate their creativity in a two-day retail experience. I established the lead sponsors‘ (Squarespace, Clarks and Levi’s) editorial strategy for the lead-up, live and post-event coverage as well as assisted with the vendor spotlights to maximise engagement for both emerging labels and signature brands. 

The event’s success saw the franchise pop-up with instalments in New York and Shanghai. 


Nike

Levi’s

Samsung


Covering three Nike athletes — Marcus Rashford, Ramla Ali and Bebe Vio — I explored the community projects built on inclusivity and accessibility that they run.

As well as directing the voice overs, I led the editorial and social roll-out strategy that included a staggered episodic content launch — introducing the campaign, Nike’s initiative and exploring the communities — each athlete was aligned to a relevant vertical to maximise engagement.
 To celebrate 150 years of Levi’s 501, this digital magazine was split into three drops that cover a range of talent from Europe.

Through a deep understanding of the brand, the editorial direction of the zine and its structure was established before enlisting the diverse talent that resonate with the model.
 The launch of the Hypebeast Africa regional vertical coincided with a Samsung partnership where we introduced a brand-new series celebrating the next generation of South African talent.

Initiated with an engaging social-first competition to scout talent, each creative worked on two varying briefs a month using Samsung products, and amplified on social channels. The project was wrapped recapping each creative’s experience.