📁 SITA SHAHInfoWork
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Award winning Creative Director specialising in music & culture, brave storytelling and amplifying marginalised communities

Offering services in: Creative Direction, Creative Strategy, Copywriting, Art Direction, Film Directing, Partnerships, End to end project ownership


Client list

Spotify, Netflix, Nike, TikTok, Google, Ray-Ban, Ballantine’s, ASOS



Awards

MTV VMA Nominated, 2x Grand, 2x Gold, 1x Bronze Clio Awards



Outside of work

Electronic artist helping run two grassroots collectives pioneering diversity in the scene


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Spotify DnB


The first DnB documentary to hero a woman of colour
Spotify had seen a 94% rise in listenership of Drum & Bass. To celebrate this, I concepted and directed a story entitled "DnB: In For Life", capturing the lifelong and undying love for the scene. Alongside artists from an existing Drumsheds line up, I brought on board DJ Flight (an OG of the scene) and sourced archive photography from legendary artist Eddie Otchere. The result is the first DnB documentary to hero a woman of colour and one of the best performing posts on Spotify UK socials. 

  1. Overall Creative Direction
  2. Concepting
  3. Film directing
  4. Casting assistance
  5. End to end project ownership

Netflix Queen Charlotte


The world’s first orchestra made up entirely of women of colour
Queen Charlotte (a Bridgerton prequel) is about a young woman of colour rising to prominence and power. In order to promote the show’s release, together with the Netflix team I concepted a one-of-a-kind music video spotlighting “new queens” and highlighting the lack of diversity in the orchestral space. We assembled a 74 piece orchestra made up entirely of women of colour and brought them together with Alicia Keys to perform a classical rendition of “If I Ain’t Got You”. The result is an MTV VMA Nominated and 3x Gold Clio winning music video, aiming to inspire a whole new generation of musicians from non traditional backgrounds.

  1. Creative Direction
  2. Concepting
  3. Working hand in hand with music video director
  4. BTS film directing
  5. End to end project ownership

Spotify Nature


An antidote to mixed media fast cuts
Spotify creates a yearly social-impact campaign for World Mental Health Day and were looking for a new angle to cut through the noise and create positive change. I worked with Spotify to encourage people to "Take a beat" and tune into the healing power of nature sounds. For this campaign we cast rapper and zoologist Louis VI to showcase the mental and physiological benefits of nature sounds. I worked with Director Whitney Conti to bring to life a series of hero videos and an on platform "Hub" housing nature sounds.

  1. Overall Creative Direction
  2. Concepting
  3. Copywriting
  4. Campaign look and feel


Ray-Ban Homebass


Helping Ray-Ban retain relevance with Gen Z
Ray-Ban’s audience were becoming increasingly millenial and the brand were looking for new ways to connect with Gen Z. For the launch of their new Pulse collection, we had the idea of partnering with Homebass (a rising grassroots collective throwing raves out of a van) to put together a series of events around the UK targeted at a younger consumer. I named, branded and curated the event series, working with designers to bring it to life. The key challenge was to balance the somewhat premium nature of Ray-Ban with the “raw” nature of Homebass. Tickets were available exclusively through a Whatsapp hotline, throwing back to the raves of the 90s. 

  1. Overall Creative Direction
  2. Design Direction
  3. End to end project ownership


    Ballantine’s True Music


    Decentralised storytelling in South America and Sub Saharan Africa

    Ballantine’s whiskey has had a partnership with Boiler Room for 10 years, throwing events around the world. But the only content that existed around this partnership was hour-long DJ streams on YouTube. I spotted an opportunity to make the most of the set design and artist time, creating unique short-form content for Ballantines’ social channels. I pitched to do this in my first week at a new job, resulting in us going to Johannesburg, Kenya and Colombia to film social content. I pushed for a de-centralised approach, using local DOPs and production crews in each region to bring the creative to life.

    1. Overall Creative Direction
    2. Concepting
    3. Local crew sourcing
    4. Film directing
    5. End to end project ownership



      Collusion by ASOS


      Giving young people the power

      COLLUSION is a brand owned by ASOS, targeted towards Gen Z. I worked in collaboration with agency Uncommon to tease and launch the brand on digital platforms. COLLUSION was founded on the principle of “reimagining the rules”, so I brought this mentality to social. This included making young people our “board of directors” in charge of major marketing decisions, running audio ads on visual platforms, concepting the first fashion shoot directed via IG stories and platforming young people’s stories in ways that had never been done before.

      1. Social concepting
      2. Co-creation
      3. Social film directing
      4. End to end project ownership






        TikTok Employee Film


        Spotlighting the people behind the most downloaded app in the world
        TikTok experienced phenomenal growth in the pandemic and soon became the most downloaded app in the world. But because of the rapid growth, within the company most employees barely knew each other and rarely spoke outside of their immediate teams. To counteract this, I was tasked with creating a film that celebrated the diverse workforce and asked important questions around inclusion. I worked with TikTok to help define the film and its purpose, hired diversity experts to help deal with the sensitive topic matter and grassroots composers to create music for the piece. The end result was a created a 20 minute documentary that got a standing ovation at TikTok’s company-wide meeting.  

        1. Overall Creative Direction
        2. Concepting
        3. Film directing
        4. End to end project ownership