Lewis Capaldi Break Through Moment:
New York

Client: YouTube

Role: Lead Creative Producer

Led the end-to-end creative production of a landmark music campaign for Lewis Capaldi's "SITH," marking one of YouTube's first-ever artist campaigns built around a fully AI-generated music video, produced in partnership with an AI production studio using Google Gemini. Working closely with Lewis's artist management team and the AI production studio, I oversaw the development and delivery of all YouTube design deliverables and campaign assets across a global, multi-phase rollout spanning Announce, Amplify, and Engage phases.

The campaign leveraged the full breadth of YouTube's promotional infrastructure, including Out-of-Home activations across New York, Los Angeles, London, and Berlin, on-platform music and content programming, fandom features, view-driving audio and video ads, and a social takeover across YouTube, Google, and Wonder Studios. The campaign culminated in a headline experiential activation in London — the "Flower Wall" — designed to convert online buzz into real-world fan moments and organic social content.

As the creative lead overseeing all asset production, I collaborated directly with artist management, the AI studio, and YouTube's music and partnerships teams to ensure creative fidelity across every touchpoint. This campaign represented a genuine convergence of AI innovation and artist-forward storytelling, setting a new benchmark for how YouTube can partner with artists at the frontier of music and technology.