CREATIVE DIRECTOR & WRITER
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GUINNESS AMPLIFY

We took a day known in Ireland only for binge drinking and turned it into a way for the world to give voice to rising musicians and artists everywhere. 

I was the lead CD on the team that pitched, won and built Guinness's global music platform. Over two years and across multiple continents, we transformed Arthur's Day into Guinness Amplify.

Stephen O'Kelly, Guinness Marketing Director, called it "An incredibly exciting new music program from Guinness."

Here's the official launch video followed by our Music Made of More anthem and some positive Irish press.

MORE IS
KNOWING ALL THE WORDS.
MORE IS
FEELING EVERY CHORD CHANGE.
MORE IS
HEARING THE MUSIC
EVEN WHEN IT'S NOT PLAYING.

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