Huawei:
Dream it Possible.
It’s not every day you get to record your own song at Abbey Road Studios but occasionally this industry lets you live out a dream or two. Our CMO approached me with a request for a high-energy, club track to drive the brand's core principle at events and PR. After a several demos my instincts told me a thumping dance tune would struggle to hit the emotional depth we needed. I collaborated with a LA songwriter Andy Love reworking the lyrics and with a producer in London, stripped the production down into a raw, heartfelt, piano piece worthy of Adele or Lana Del Rey. This became the now much loved song “Dream it Possible”
From Dust to Gold.
With the musical style locked, we needed an asset to scale it globally but while our campaigns were featuring Hollywood stars, Supermodels, and AAA sports icons, using an established superstar felt mismatched to the message. It wasn’t enough to just sing it. I felt we should live it.
Delacey, a young, unknown singer in LA, had delivered a powerhouse vocal on our demo so I proposed a massive gamble on her emergent talent to the boss. “Give her a platform and the backing to fulfil her dream.”
Sparking Wildfires.
To ignite a narrative around Delacey and Dream it Possible, I arranged to record the final track at the legendary Abbey Road Studios, flying her to London to lay down her vocals backed by the soaring, cinematic scale of the London Symphony Orchestra. From there, we flew her to New Zealand to shoot a indie style music video, then through media training to prepare for performing live at a major global device launch in Berlin. They were heady times for such a young talent, but Delacey embraced the pressure wholeheartedly and filled those massive shoes perfectly. The fact she’s gone on to release four albums, and earn Golden Globe Nominations and Oscar nods writing for cinema and Justin Bieber is entirely unsurprising.
