Audio is Magic

This award-winning B2B experience was designed to educate high-level stakeholders (C-suite, executive level) about audio's underutilised power in a captivating 40-minute theatrical performance.

Role: Creative director, content lead, lead presenter. Managed designers (brand, UX, experiential), audio producers, and on-site production.

Insight: Audiences spend 33% of their media time with audio, but audio only accounts for 8% of media budgets (WARC, 2024). Additionally, clients often considered it only for lower funnel advertising. We needed an educational experience that could stand out at tent-pole events (CES, Cannes) where attention was fiercely fought for.

My Approach: Built multi-year content strategy for Studio Resonate to connect with audiences. Managed audio producers and visual designers to create new brand platform. Led creative development and scripting for multi-sensory experience explaining aural phenomena (psychoacoustics, congruence) and audio technology evolution.

Created theatrical performance format that gives fun and whimsy while hiding solid creative and marketing lessons behind the magic. Took experience on the road presenting to C-Suite and executive audiences across multiple international markets

Results: Generated multi-million revenue streams as a result of educational impact. Inspired episode of Ad Infinitum (podcast) demonstrating thought leadership impact beyond direct presentations. Established new platform for Studio Resonate's ongoing B2B content and storytelling strategy. Successfully educated high-level stakeholders on audio's strategic marketing potential across multiple channels to have positive financial impact.