T-Mobile &

Katy Perry

Life is for Sharing is one of the platforms I’m proudest to say I had a hand in creating.

The campaign was highly awarded, but I loved the idea most because it got the audience involved in the ads. Literally by putting them in the work (sometimes in their thousands).

The Katy Perry music video campaign ran across Eastern Europe, from Germany to the Ukraine. We recruited 250 kids from 8 countries, and flew them all to Budapest for a week. There they got to meet Katy, and be in the video for her song ‘Firework’.

The video went on to win Video of the Year at the 2011 MTV VMAs, was No.1 globally on Apple Music, and has been viewed over 1.4 billion times on YouTube alone.