LOOSE.fm
We founded and run LOOSE.fm, the sound, culture and community platform made for any joy — based at London's Design District inside a purpose-built, converted shipping container with giant glowing eyes. Since its establishment in 2021, LOOSE has grown to over 500 contributing global DJs and artists, hosting live shows, public activations and community-centric events, with a focus on platforming leftfield, experimental and ecstatic culture from the grassroots up.
LOOSE is both proof of what we build and a live demonstration of how we work: setting strategic vision, shaping brand identity, directing creative output across programming, partnerships, events and live content formats, and providing the framework, tone and momentum that holds a rotating community of contributors together.
As the platform grows, so does our model: founder thinking, creative direction and cultural instigation operating as a single discipline, demonstrating the value of grassroots culture to a wider world, and building spaces where joyful, leftfield creativity can be seen, heard and celebrated.
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 in citizen journalism - ten young reporters from around the world documenting the education challenges in their communities through writing, photography, film and audio, with the work destined for an online showcase and exhibition during UNGA in New York.
Brought in to develop the creative platform, it became immediately clear that the brief undersold what the material demanded. These were not voices suited to a temporary digital experience - they needed cultural weight and permanence.
With print enjoying a wider revival, the answer was a physical newspaper: The Education Issue.
Working in partnership with The Observer and Tortoise Media, and with bespoke training and mentoring for the contributors delivered in partnership with Pioneers Post, we brought the project to life as a 28-page newspaper special, written and published by the Global Youth Ambassadors themselves.
The first edition launched at the UN General Assembly in New York in September 2025, alongside an exhibition of contributor work. The Education Issue is now an annual publication, spotlighting education challenges worldwide.
Rubik’s: Adventure Every Turn
The iconic Rubik's Cube needed a new creative platform to gain relevance with a Gen-Z audience and a rebrand capable of making a nostalgic classic feel essential again.
Our idea, Adventure Every Turn, positioned the product as a tool for an audience who already understood they needed to become the problem solvers of the future. The central creative insight was that the cube's iconography could be heightened by reducing it to its bare visual elements — the six colours, the curved corners, the specific geometry of the grid — rather than elaborating on them. A deliberately minimalist approach to the product's visual properties informed a brand book, influencer toolkit, social content assets and POS materials.
The influencer toolkit was a particular focus: Cubers - the large, creative community of Rubik's fans and speedcubers across social media - were given graphics, static and motion, to elevate their own content. The community embraced Adventure Every Turn with some force.
Results reflected that:
- 70% increase in new followers
- 9.5M views driven by #AdventureEveryTurn
- 4.2M impressions and 2.2M reach through Solve Stories
- 9.5k clicks to Rubik's Solve Guides
- and a 289% increase in traffic to rubiks.com during the campaign period.
Shortly after the campaign concluded, the Rubik's brand was acquired by Spin Master, the Canadian toy manufacturing giant - a licence acquisition that, it transpired, had been the underlying objective of the rebrand all along. Mission accomplished.
Too Dark?: Fanta Western Europe
Over three years, we led the creative direction and strategy for Fanta's Halloween charter across Western Europe, turning Halloween into Fanta's Christmas, and establishing the brand as the defining drink of the scary season.
The third chapter was the darkest. Introducing Fanta Dark Orange through a deliberately provocative creative idea, we pushed into the boundaries of fear and taste with a campaign built around Snapchat technical firsts: Face Peel, Demon, Smoky Ghost, and an AR creature on pack, none of which had been executed on the platform before. Social films for Snapchat and Instagram drew on horror movie genre tropes, amplifying the transgression and identity-play that defines how teens engage with Halloween.
Too Dark? capped the trilogy with a sustained 9% sales uplift and deep brand-occasion linkage, building on the earlier Distort Reality and Fantamorphosis seasons to cement Fanta's ownership of Halloween among teens and deliver consistent commercial growth across Western Europe.
The three-year programme also became one of Snapchat's most successful branded activations to date, setting new creative and technical standards for the platform.
Brand, culture and technology transmogrified, mutated and shockingly effective.
Young’s Pubs: The Rugby Love
We led strategy and creative, and wrote the film script, for Young's Pubs to herald their Year of Rugby, positioning their venues as the natural home for fans to experience the big tournaments together.
The idea, The Rugby Love, explored the sport's capacity to forge deep bonds across communities, from grassroots to international level, connecting Young's pubs with the people who gather in them to cheer on their teams, and anchoring a fundraising initiative for rugby-associated charities including The Wooden Spoon, Wheelchair Rugby, Maddy's Mark and The School of Hard Knocks. The target was £150,000; the campaign raised £200,000.
A limited-edition Drop Gold ale - with 20p from every pint going to the cause, served in a glass carrying our rugby ball and heart logo - gave the campaign a tangible, celebratory object that doubled as a Valentine's gift for any rugby-loving household.