MTV RE:DEFINE is an annual art exhibition and auction that I co-founded in 2011. All of the funds raised from art sales benefit the Staying Alive Foundation and the Dallas arts community.
I was responsible for conceiving the original concept, developing it with curators and founding partner, the Goss-Michael Foundation, establishing the team and seeing it through from ideation to execution. In 2014 MTV RE:DEFINE partnered with Dallas Contemporary, the largest non-collecting museum in the US. Since 2011 six auctions have raised over $10m and seen work on show from over 200 artists including Damien Hirst, Marc Quinn, Tracey Emin and Julian Schnabel. The brand continues to grow with year-round content including studio visits, short films and pop-up events at art fairs including Frieze and Miami Art Basel.
The most recent MTV RE:DEFINE show took place on March 24th 2017 and was the biggest and best yet. Curated by Neville Wakefield, the auction raised over $2.7m.
I have served as the Creative Director and Executive Producer of the event since it started. I oversee all production, branding, marketing, PR co-ordination, and relationships with stakeholders.
SELECTED PRESS 2017
Conceived, produced and art directed an auction launch party for MTV RE:DEFINE 2017 at Great Jones Studio in New York City. The aim of the event was to garner press for the main event happening in Dallas two weeks later - a goal which was more than achieved. The guest list consisted of some of New York's hottest names including Chloe Wise, Heron Preston, Arden Wohl, Richard Phillips, Neville Wakefield, Tripoli Patterson and more. Paul Sevigny DJ'd, while five artists in attendance spoke about their work on show. A short video piece by Tracey Emin also premiered.
SELECTED PRESS:
MTV BREAKS, a global initiative I co-founded, focuses on insight, skills-building, and opportunities for those wanting to get their first break in the creative industries. In various cities around the world I have been responsible for the concept and creative direction of pop up shops where young creatives have the opportunity to get hands-on with the MTV brand. We have offered workshops, masterclasses, TED-style talks and more. I have been responsible for the the art direction of the space and all assets, as well as working with local suppliers, agencies, production teams etc
Photos seen here are from events in Amsterdam, Glasgow, Milan, and Rotterdam.
In addition to pop-ups MTV Breaks also conducts global talent searches and offers the opportunity to work on global tentpole MTV shows and events - activations have taken place in Malta, Australia, the UK, Malaysia, Japan, South Africa, amongst others.
MTV Breaks also creates aspirational content for its viewers with leading industry professionals.
Fine Art Club is a boot-strapped venture that was launched by Jessica Hitchman and myself in Spring 2016. The concept of Fine Art Club is focused on artist content and interesting, experiential pop-up gallery shows. We work with a rotating roster of New York's most exciting emerging contemporary artists.
Read more about it on this Creator's Project feature.
I spearheaded an international partnership and landmark multi-million dollar deal between Durex and MTV to form a new sexual health initiative for youth titled Someone Like Me. Someone Like Me continued for three years and had a presence in over 15 countries. I led campaign conception and evolution with the client - spanning multiple elements including strategy, creative direction, production, and events.
Five events were held consecutively around the world to mark World AIDS Day. We also created a documentary titled 'My Sex Life And Everybody Else's' that ran in over 20 countries. Additionally we worked with influencers to spread word of the initiative far and wide.
Co-conceived the idea for a 48-hour Snapchat Challenge aimed at talented young creatives in Rotterdam -- home of the 2016 MTV European Music Awards. 12 creatives were handpicked to take part in the challenge after a social media call for applications. Their task was to create the entire Snapchat Discover Edition for MTV International in just two days - this involved coming up with concepts, designing, writing, shooting, editing, and more. MTV and Snapchat mentors were on hand to show our creatives the ropes and give them advice. The Discover Edition that was created went out just ahead of the Awards to millions of subscribers.
I have over 15 years' video production experience. I mostly Exec Produce and direct but also regularly get behind the camera to shoot too. Seen here are just a few examples of my work.
Apartment 15 is a non-linear format that I created as a pitch to MTV International. The concept sought to achieve the following:
- Leverage the power of the MTV brand to create aspirational new social stars.
- Engage the audience and integrate them into the show itself.
- Attract brands and advertisers.
- Up-skill the millennial and post-millennial generation.
Art directed and produced an MTV RE:DEFINE party to raise awareness of the brand among collectors and artists. The party was described on Artnet news as one of the "hottest parties you will never get into" at Miami Art Basel.
