Sold out. Rebuilt. Earned.
Eight campaigns. One partner in the room for all of them.
MUSIC TECH, REMIXED
NI's most successful campaign in five years
Absynth 6 ⊹ Native Instruments ⊹ 2025
After being sunset, the myth around it had only gotten bigger — Absynth was a story people told about their first sound design. So when the tease started, the first reaction wasn't excitement. It was disbelief — forum threads calling it a hoax before NI had said a word. Original creator Brian Clevinger and Product Designer Hannah Lockwood made the perfect team, legend meeting new generation. Led the campaign end to end, which started with a growing tease campaign for the heads, first print, then press, then social. Brian Eno and Kaitlyn Aurelia Smith on the presets, HAAi created a track for a series of social visuals, Reddit, Discord and mystery tracks dropping on SoundCloud added to a month of hype. Once launched, personal and deep product storytelling throughout-including product explorations and AI philosophies. The result? 4x sales target — credibility first, budget second.
"Weird by Design" for the whole campaign, not just the tagline
Creating a synth with the world’s most elusive artist
7,000 units sold out in 7 days & 300M+ organic views
AFX Station ⊹ Aphex Twin ⊹ Novation ⊹ 2020
A limited-edition synth built with Aphex Twin (Richard D. James), Warp Records, and visual artist Weirdcore — positioned as a collector's grail for the electronic-music faithful, launched via a global OOH treasure-hunt tease before the product was even announced. Community-first, no paid digital was ever activated.
Turning the gear lab into a cultural moment
1,750 visitors / a goal of 450 IRL & viral 1.7M views on social
Amsterdam Dance Event Takeover ⊹ Native Instruments ⊹ 2025
Built the positioning behind Traktor Mx2's launch — turning a platform DJs saw as professional-only into the entry point for a generation just starting out — then anchored the physical proof at Amsterdam Dance Event, alongside the announcement of NI's new OneLibrary partnership with AlphaTheta, making two rival DJ hardware ecosystems compatible for the first time.
Not an exhibitor at a gear lab — a launchpad for the scene itself, including a launch-day moment with SheSaidSo teaching women DJs minutes after Mx2 went live. The day followed a deliberate arc — morning sessions on production and mix/mastering, moving into DJing, closing with an evening mixer for 200+ VIPs across artists, media, and influencers. Highlighted brand partnerships with Beatport, Crossfader, and Keep Hush, with talent ranging from scene legends to rising DJs, sound designers, cutting-edge artists, and NI's own team. Carried the story past the DJ trade press into the mainstream — 85+ placements to a 2 million-strong audience, including Hypebeast and The Fader.
The queue started forming before doors opened, and by "Richie Hawtin in Conversation with Native Instruments," extra security had to be brought in — a session that's since led to a major follow-up campaign, an AMA-style video on his DJing techniques, currently at 250K+ views.
Social media throughout the event became some of NI's most-viewed in the brand's history — 1.7M+ views, 39K engagement — with press including a full feature in DJ Mag, reaching a 72M audience.
Traktor MX2 went on to win a Rolling Stone Audio Award for Best Instruments and a TEC Award for Innovation in DJ Hardware.
SIDE A: THE ARTISTS AT THE HEART
Selling out the Sydney Opera House with Flying Lotus
2 sellout shows & festival activation
40% ticket sales lift 200% vinyl increase
Flying Lotus ⊹ AUNZ Tour ⊹ 2020
The Flamagra LP had just landed to critical acclaim, but Flying Lotus hadn't toured Australasia in five years — and tickets to shows at the Sydney Opera House and Tasmania's MONA FOMA festival ran at double the market average, because of the scale of his ground-breaking 3D live show.
Built a campaign of fan activations (Melbourne's Northside Records, Sydney's Network Connection with Inertia), an intimate Sydney meet & greet for industry VIPs, exclusive content, and accessible interviews to close the gap, landing 55 online features, national newspaper coverage reaching 12M readers, and a guest spot on national television ABC's RAGE.
Turning a product placement into a brand burst
15K new subscribers, 2.84M earned media views
12M IRL eyeballs
Mustard ⊹ Native Instruments ⊹ Coachella ⊹ Roc Nation ⊹ 2025
Equipped Mustard with custom-colourway Maschine and Kontrol-49 hardware for his debut Coachella set, coming off the back of the record-breaking Super Bowl performance with Kendrick Lamar — where he didn't just play it, but broke into an unplanned finger-drumming session on stage, live, in front of one of the biggest audiences in music. Backed by a public giveaway and owned-channel push that beat engagement benchmarks, causing a 10% product sales uplift during the campaign.
SCALING A CATEGORY
From headliners — to consumer hardware sold globally
Grew the organic audience from 8K Kickstarter backers to 750K fans
Nuraphone ⊹ Nura (acquired by Denon) ⊹ 2017-2019
A high-end reimagining of the headphone, built on a scientific hearing test that introduced ‘personalised sound’ to the consumer market — with a single-line answer to the hardest question in the brief: where do you even start telling this story? The feeling of listening.
How to get market share in a dominated space? By finding the fans who'd pay 20% more for something genuinely different.
Reporting directly to the CEO, I owned every customer-facing touchpoint end-to-end as Nura scaled up with Series A and B funding — social, content, editorial, influencer outreach, events, localised & executive PR, website backend, shipping logistics, customer support — and a Record Store Day campaign built around the world's first vinyl optimised for headphone listening, sold in 16 stores worldwide.
REPUTATION, REPOSITIONED
NKS: Where the signal is the story
. 188 pieces of coverage · $4.5M saved in digital marketing value (AVE)
Native Kontrol Standard (NKS) Hardware Partner Program ⊹ Native Instruments ⊹ 2025
The problem: NI had a closed-ecosystem reputation to shake, and the fix wasn't a new product — it was NKS, technology that had existed for years, repositioned as an open-platform partnership with five direct hardware competitors. The real work was getting five competing brands — Akai, Novation, Nektar, Korg, M-Audio — aligned enough to land one unified story: messaging, positioning, the NAMM launch, press opportunities, pre-briefing, all built around a single narrative everyone could stand behind. The result: 188 pieces of coverage and $4.5M in earned media value, without a single new product to point to — and the reframe held past the press cycle: Arturia has since joined the program, with more brands now expressing interest.
Rebuilding a beginner range into one worth aspiring to
Made to Express ⊹ Novation ⊹ 2020
Launchpad's cultural peak was the 2010s light-show era — artists reacting to sound in performance, not producing with it. Since then, the whole entry-level range had drifted into "cheap controller" territory: gear for people starting, not gear for people going somewhere. Led production, artist relations, and brand partnerships to pull the entire beginner line back toward the talent it was actually built for. Four emerging artists, four visual collaborators, one immersive audiovisual space: Ikonika, Lord Apex, Ashley Henry, Hannah Diamond — proving the gear that gets you started can also get you somewhere real.
The out-of-home campaign rewrote the UK government's mocked "reskill" ads line for line: "Rethink. Reskill. Reboot." became "Remix. Recreate. Re-emerge." 18M video views, out-of-home placement — the beginner range, repositioned as a launchpad, not a ceiling.