Dancefloor Architect //// Creative Direction //// Experiential
My work always starts from the same question: what do we want the user to feel, and how can we connect with them emotionally. It's about understanding the audience's perspective and then building the experience around that.
Redesigning what is possible in outdoor audio. Halo was inspired by outdoor raves and festivals to create the feeling of freedom, connection, and total immersion in music. I wanted to build something that could create spaces for communities to gather and be in harmony with the environment.
Red Bull Music UK needed a sound system as extreme as the brand. A touring booth that could scale from intimate club to festival main stage without compromising the signal path. The custom Danley bass bins it inspired are still in use today.
Having a creative director on your team who is aligned with your passion and your world makes all the difference. A creative lead who knows what it feels like to stand behind the decks in front of an audience. Who has built stages in the mud at festivals. Who understands the club industry in Ibiza from the inside. You can't learn that from a brief. It's what turns a good idea into a great one.
