Because of Music
A digital campaign to celebrate the transformative power of music — and reposition ABRSM as a champion of personal growth, not just music exams.
We wanted the campaign to feel honest and emotionally resonant, so we adopted a “real people, real stories” strategy - setting the tone for the future content.
A short, pragmatic research and story-gathering phase provided a rich source of raw material. As part of the strategy and creative direction, I helped lead this phase — reaching out to a broad range of people, including community music groups for older adults, young music students with special needs, street performers, and both amateur and professional musicians.
We looked for the kinds of themes explored in early workshops, while also remaining open to new ones — capturing stories through photography, video, and audio recordings. I conducted interviews, photographed, and directed film shoots, helping to shape both the tone and structure of how these stories would appear in the campaign.
Working collaboratively with ABRSM, we then selected the most promising stories to develop into core content — laying the foundation for campaign films, digital assets, and future storytelling.
