Client
Lecrae & roster of major podcasters
Role
Creative Director
Scope
Content systems, format libraries, shoot direction
The Brief
Creative direction across a roster of Grammy-winning artists and major podcasters during the Amazing Life chapter. Lecrae the headline. Build the content engines that scale shows into millions of views.
The Challenge
Music and podcast creative is a different muscle from sport. The work has to honour the talent's voice while still moving in algorithm-led platforms.
Build systems, not one-offs. Format libraries that compound, shoot patterns the team can run without me, content that knows its own audience before it leaves the studio.
“The work scaled because the system did. The talent stayed in the centre, that's the only place it should ever be.”
Lecrae Gets Mentioned by Kendrick
Studio Setup
Talent on Camera
Short-Form 60s
Short-Form 30s
Short-Form 15s
Outcome
Millions
Views per show
Roster
Scaling
Libraries
Format systems delivered
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