Elton John: The Cut (in partnership with YouTube) was a multimillion pound global music video competition, drawing the best undiscovered talent to create 3 origional music videos for Elton's iconic singles 'Rocket Man', 'Bennie & the Jets' and Tiny Dancer. The shortlisted videos were judged by an A List panel, including Elton John, Bernie Taupin, Barry Jenkins (Oscar-Winning Director), Jeffrey Katzenberg (CEO and Founder of Dreamworks Animation) and Melina Matsoukas.
I was involved in both the initial planning and launch of this project, working with senior artist management, YouTube and agency AKQA to strategise the scope and parameters of the competition, PR oportunities, branding and more.
I took an active role in the creative feel of the project, producing assets and creating a social media and CRM communication strategy.
