LOOSE.fm
I founded and run LOOSE.fm, the sound + culture + community platform built for joy.
Established in September 2021, LOOSE has over 500+ contributing global DJs and artists, and since July 2025, is based at London’s Design District, who also acted as an incubator for the project.
Housed in a specifically designed, converted shipping container, complete with giant glowing eyes, this project is intended to be a landmark for culture, community and creative collaboration, hosting live shows, public activations and community-centric events, with a focus on platforming leftfield eclectic, experimental, ecstatic culture from the grassroots up.
LOOSE is also a vehicle for my own creative leadership. I set the strategic vision, shape the brand, and direct all creative output: from the visual identity and programming strategy to partnerships, events and live content formats. I manage a team and lead a rotating community of contributors, providing framework, tone and momentum.
As the LOOSE platform grows, my role continues to be a blend of founder, creative director and cultural instigator: building a place where joyful, leftfield creativity can be seen, heard and celebrated, and proving the value of grassroots culture to the wider world.
Theirworld x The Observer: The Education Issue
A simple idea: in a world where young people's media choices are fleeting and ephemeral, give permanence to their voices.
Global children’s charity Theirworld and their Global Youth Ambassadors team were running a pilot project focussed on citizen journalism: ten young reporters from around the world documenting the education challenges in their communities through writing, photography, film and audio. The work would be shown online and at an exhibition during UNGA in New York in September.
I was briefed to develop the creative platform. It immediately felt that the online and event showcase was too temporary. It was clear these young voices demanded more cultural weight and permanence. A simple digital only experience wasn’t hitting the mark. With print media itself enjoying a revival, the answer became clear: a physical newspaper: The Education Issue.
Working in partnership with The Observer and Tortoise Media, we brought The Education Issue to life as a 28-page newspaper special, written and published by the Global Youth Ambassadors themselves.
The Education Issue is now set to be an annual publication spotlighting education challenges worldwide.
The project also gave the students bespoke training and one-to-one mentoring (with support from Pioneers Post) to capture stories of their lived experience and solutions.
The first edition launched during the UN General Assembly in New York, September 2025 alongside an exhibition of the content created by the contributors.
All stories are available online at theeducationissue.org and, yeah - in newsprint.
Rubik’s: Adventure Every Turn
The iconic toy design classic Rubik’s needed a rebrand and a new creative platform to gain relevance with a new generation and an older, Gen-Z audience.
Our idea, ‘Adventure Every Turn’, was to position the product as an essential tool to empower an audience who know they need to become the problem solvers of the future.
A key creative insight came when we recognized that you could reduce the product to its bare elements - the 6 colours, the curved corners, the blackness, the specific amount of padding between squares - to heighten its iconography.
So we took a minimalist approach to visual properties of the cube to create a brand book, an influencer toolkit, social content assets (organic and paid) and POS to refresh the Rubik’s story and inject new life into a nostalgic classic.
The influencer toolkit was a key part of the activity. Cubers (Rubik’s Cube fans and speedcubers) are a large creative community across social media so we provided them with graphics (static and motion) to elevate their content. The community really embraced Adventure Every Turn.
Results were strong:
- 70% increase in new followers
- The hashtag #AdventureEveryTurn drove 9.5M views across social media
- Solve Stories drove over 4.2M impressions, 2.2M reach
- Generated 9.5k clicks to Rubik’s Solve Guides
- Increased traffic to rubiks.com +289% during campaign period
What’s more, the Rubik’s brand went on immediately after the campaign end to be acquired by Spin Master, the Canadian toy manufacturing giant. It transpired that the objective of the brand refresh was to drive a license acquisition, so... mission accomplished.
Too Dark?: Fanta Western Europe
Over three years, I led the creative direction and strategy for Fanta’s new Halloween charter across Western Europe, turning Halloween into Fanta’s Christmas and establishing the brand as the drink of the scary season.
The third chapter was the darkest. We introduced Fanta Dark Orange through a provocative creative idea exploring the boundaries of fear and taste.
Every lens pushed technical limits on Snapchat, including Face Peel, Demon, Smoky Ghost, and an AR creature on pack... all these were Snapchat technical firsts.
The campaign was supported by social films I directed for Snapchat and Instagram, drawing on cultural tropes from the horror movie genre, and amplifying the sense of transgression and identity-play that teens crave at Halloween.
Too Dark? capped the trilogy with a sustained 9% sales uplift and deep brand–occasion linkage, alongside our earlier successful seasons (Distort Reality and Fantamorphosis) helping cement Fanta’s ownership of Halloween among teens to deliver consistent commercial growth across Western Europe. The 3-year programme also became one of Snapchat’s most successful branded activations ever and set new creative–tech standards for the platform.
This finale was shockingly effective: brand, culture, and technology transmogrified and mutated to make Halloween Fanta’s own.
Young’s Pubs: The Rugby Love
I lead the strategy, creative, and wrote the film script, for Young's pubs to herald their "Year of Rugby", encouraging fans to view their venues as culturally relevant places to enjoy the big tournaments.
The idea, The Rugby Love, explores the sport's deep bonds and the communities its crosses, from grassroots to the international level, connecting the pubs with people who gather to cheer on their teams to lead a fundraising initiative for rugby-associated charities including The Wooden Spoon, Wheel Chair Rugby, Maddy’s Mark and The School of Hard Knocks. The target was to raise £150,000 in the year, and was well surpassed by reaching £200,000.
You could also buy a pint of limited edition Drop Gold ale, donating 20p on every pint to the cause. The delicious beer was served in a glass adorned with our rugby balls/heart logo (ideated by myself, designed by Tim Ash), which also made an ideal Valentine's gift for any rugby loving life partner.