case studies
7,000 units sold out in 7 days with 300M+ organic views
AFX Station ⊹ Aphex Twin ⊹ Novation
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.
15K new subscribers, 2.84M earned media views, 12M IRL eyeballs
Mustard ⊹ Native Instruments ⊹ Coachella ⊹ Roc Nation
Equipped Mustard with custom-colourway Maschine and Kontrol-49 hardware for his debut Coachella set, coming off the back of the record breaking Superbowl 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.
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From the world's most elusive artists — to consumer hardware sold in Best Buy
⋆ From the world's most elusive artists — to consumer hardware sold in Best Buy
Grew the organic audience from 8K Kickstarter backers to 750K culturally-engaged fans
Nuraphone ⊹ Nura (acquired by Denon)
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 & exec public relations, 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.
2 sellout shows, 85%+ capacity across the rest — a 40% ticket sales lift from the fan activations
Flying Lotus ⊹ AUNZ Tour
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.
1,750 visitors / a goal of 450 & 1.7M organic views on social, ‘viral’ by anyone’s standard
Amsterdam Dance Event Takeover ⊹ Native Instruments
Anchored around the launch of Traktor Mx2 and the announcement of NI's new OneLibrary partnership with AlphaTheta — making two rival DJ hardware ecosystems compatible for the first time, alongside new updates to Traktor Pro 4. The moment was anchored further by an industry-leading panel on the future of DJing during the Pro Session.
Programmed as a deliberate arc across the day — morning sessions on production & mix/mastering, moving into DJing, closing with an evening mixer for 200+ VIPs across artists, media, and influencers. Spotlighting brand partnerships with Beatport, Crossfader, and Keep Hush, and spanning talent from legends to DJs, sound designers, and artists at the cutting-edge.
NI's takeover day at Amsterdam Dance Event, built around genuine cultural space-building — NI positioned not just as a part of a gear lab, but as a launchpad for the scene itself.
The queue for the takeover started forming before doors opened, and by Richie Hawtin’s In Conversation, extra security had to be brought in. This has since led to a major follow-up campaign — an AMA-style video on his Djing techniques, currently at 250K+ views.
The recap post became one of NI's most-viewed posts in the brand’s history — 1.7M+ views, 39K engagement, and the coverage that followed tracked the brand’s DJ comeback success story, including a full feature in DJ Mag, reaching 72M readers.