Global Merchandising Services is a leading independent powerhouse in music and lifestyle branding, representing icons like Iron Maiden and Lewis Capaldi. From their hubs in London and LA, they deliver expert design, e-commerce, and global retail solutions that turn artist visions into world-class merchandise programs.
Overview This high-energy social video drove sales for Little Mix’s "Confetti" merch collection via a vibrant, fast-paced edit.
The Problem The challenge was showcasing multiple SKUs-hoodies, beanies, and mugs-within 15 seconds without feeling like a static catalog.
The Solution & Execution I used an iridescent "Cyberpunk" aesthetic with a "lightning-strike" reveal system, tracing product silhouettes in neon. This synchronised motion graphics and audio to create a rhythmic, thumb-stopping sequence that converted fan hype into a successful e-commerce moment.
My role Design direction, digital design, motion graphics
Overview This high-energy social video used a "light-speed" aesthetic to drive urgency for the JLS Black Friday event.
The Problem The challenge was communicating multiple offers-20% off and free shipping-while maintaining a premium brand image during a competitive sales period.
The Solution & Execution I developed a modular motion system using the band’s signature colors and rhythmic graphics. By layering 3D-effect hoodies against a high-speed backdrop with bold, centered typography, I ensured the promotional messaging remained the focal point to drive immediate conversion.
My role Design direction, digital design, motion graphics
Overview This playful social video launched Lewis Capaldi’s limited-edition Xmas Sweater, leveraging the artist's humor to drive holiday engagement.
The Problem The challenge was to promote seasonal merchandise authentically, standing out from standard Christmas ads by matching Capaldi’s self-deprecating brand.
The Solution & Execution I chose a snowy city backdrop, featuring a comedic moment where a snowball hits a poster of Lewis. This "viral-ready" payoff transitions into a dynamic product reveal with a clear call-to-action, successfully blending the artist's personality with a direct path to e-commerce conversion.
My role Design direction, digital design, motion graphics
Overview This campaign launched the Backstreet Boys "Stay Safe" DNA bundle via high-energy video optimised for Instagram and TikTok.
The Problem The challenge was to showcase a multi-item bundle-mask, sanitiser, and bum bag - in a cohesive, rhythmic way that moved beyond a basic product slideshow.
The Solution & Execution I used animated kinetic typography and a "ticker-tape" effect to build anticipation. By syncing pop-up product reveals with the music’s beat and utilising a bold red, white, and black palette, I transformed a functional launch into an engaging brand moment that drove immediate pre-orders.
My role Design direction, digital design, motion graphics
Overview This social campaign promotes the "Worn By" collection, authenticating band tees by pairing modern merchandise with historical photography of The Clash.
The Problem The challenge was to evoke deep nostalgia while visually bridging the gap between archival history and current products, proving the shirts' authenticity by showing them directly on the band members.
The Solution & Execution I utilised a rhythmic edit that juxtaposes iconic black-and-white imagery of the band with bold, "DIY" kinetic typography. By syncing archival "worn by" moments with high-contrast red and white visuals, the video builds emotional resonance and drives immediate sales.
My role Design direction, digital design, motion graphics
Overview This high-impact social campaign was designed to drive global pre-orders for Lamb of God’s album, capturing the band’s raw, aggressive energy.
The Problem The challenge was to translate the visceral power of their music into short-form content that maintains high intensity and visual interest.
The Solution & Execution I utilised a gritty, industrial aesthetic featuring a central clock motif that serves as a rhythmic anchor. As the track’s tempo suddenly increases, the clock hands spin at high velocity, perfectly syncing the visual tension with the music’s aggression. Paired with high-contrast visual effects and typography, this created a sense of urgency that drove fans toward the "Pre-Order" call-to-action.
My role Design direction, digital design, motion graphics
Overview This cosmic-themed social campaign was designed to promote the Final Frontier collection, drawing inspiration from Iron Maiden's sci-fi aesthetic and their iconic mascot, Eddie.
The Problem The challenge was to create a sense of intergalactic scale and mystery that resonated with the album's space-travel narrative while showcasing detailed merchandise art.
The Solution & Execution I utilised a cinematic, deep-space visual style featuring solar flares and star-field animations. By layering 3D product reveals over a sci-fi HUD (Heads-Up Display) interface, I synced the motion to the track's building intensity. This immersive environment reinforced the "Final Frontier" theme, turning a standard apparel launch into a high-stakes, narrative-driven fan experience.
My role Design direction, digital design, motion graphics
Overview This campaign launched the Mötley Crüe "1984" tour collection, leveraging the iconic year’s cultural milestones to create a high-impact merchandise reveal.
The Problem The challenge was to reinterpret the band’s high-energy glam-metal brand through a dark, dystopian lens that resonated with specific 1984 historical references.
The Solution & Execution I developed a "Big Brother" concept inspired by George Orwell’s narrative and the 1984 Apple "Hammer" advert. The video utilizes gritty, surveillance-style filters, cold industrial textures, and glitchy CRT-screen effects. By blending totalitarian aesthetics with the band’s rebellious imagery, I created a provocative, retro-futuristic atmosphere that framed the tour apparel as a defiant statement against the status quo.
My role Design direction, digital design, motion graphics
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