Jake McGowan Credentials 2016

About

Jake McGowan jake@jake-mcgowan.com pgcommercial.co.uk UK: 07715896985

I am a Creative Director, Content Strategist and Film-Maker with a successful history of telling brand stories and crafting identities for some of the worlds leading brands and cultural visionaries. With a valuable deep insight in to audience behaviour, community influencing, media platforms & devices and content production.

Currently offering my creative direction, content & communication strategy services as a consultant.

Also as a Film Director for music promo, brand content and commercials, represented by P.G Commercial in the UK.

01

Clients

Tata Communications Porsche Absolut Vodka Topman Coca Cola Burn Energy Drink Channel Four Barclays Foot Locker Public Health England Big Lottery Fund Shine TV Sacred Bones Records Adult Swim Popshop

02

W Hotels Levis Pernod Ricard Somewhereto_ Dazed Vice Protein De La Warr Pavilion NTS Live Livity Brillaint Noise Frukt Future Deluxe 4AD Records Exploding Plastic

Projects Snapshot

Blanck Mass - D7-D5

03

Directed by myself and shot by cinematographer collaborator Hopi Allard. A short film/promo video was created for the artist Blanck Mass for the single D7-D5. Commissioned by Adult Swim as part of their singles club series, in collaboration with Sacred Bones Records. Featuring character actor Peter Murphy as he visibly breaks down in a series of devolving states. The video was premiered via Spin Magazine in July 2016

Play here

Just Jack - Alchemist

04

16mm music promo film for the artist Just Jack for the return single Alchemist from the chart topping pop star. Commissioned by Elton John’s Rocket Records. The film follows the pleasures and pressures of family life with a series of sensitive family portraits and archive imagery of family album stills. The video announced a new honest visual identity for the artist and was premiered on film culture and lifestyle platform Nowness.

Play here

Absolut - Electrik Nights

05

As senior creative strategist, partnerships and content manager I worked with Protein to build reputable electronic music content and event series, focusing on the brands take on the future of nightlife. Engaging an audience of early adopter 21-35 year olds.

Developing partnerships with Marshmallow Lazer Feast (award winning sensory designers) and London dance label R&S Records we created an authentic event for the brand utilising pioneering technology matched with underground producer/DJ talent.

Our high end supportive video content was featured in all key nightlife and electronic music media cementing the brand as innovators within the field.

Play here

Topman - Open Shoot

06

As Senior Content Strategist at award winning youth marketing agency Livity I developed the creative concept, strategy, talent partnership and video production for the ongoing series Open Shoot for Topman.

As well as re-birthing the YouTube channel with a fully shopable tab and three new content formats, we created Open Shoot as a hero campaign. Teaming up with artists Ghostpoet and Spector to create official music videos for their upcoming releases, whilst offering young creatives/the wider audience, a chance to influence and participate in the creation of the video by submitting images via the #openshoot tag. Established video directors then weaved a selection of these images in to the final edit hosted on Topman TV (YouTube Channel)

Play here

Barclays - Life Skills

07

As senior lead on digital content for Livity client Barclays I developed an always-on channel which would communicate the LifeSkills offering to their 14-25 target audience.

With a rich understanding and insight in to the audiences behaviour, our approach was to create a YouTube channel with strands that give direct learning resource as well as entertaining guidance through the LifeSkills modules on offer. We partnered with YouTube talent Emma Blackery to migrate the correct audience, illustrate the LifeSkills offering and drive sign up’s. This series partnered with Innocent and offered BTS access to the companies creative department.

Play here

Public Health England - 4:01 Show

08

PHE were looking to provide an audience focused resource for 13-19 year olds, which would tackle and advise on a range of health effecting issues. I provided content strategy and TOV guidance on second series of 4:01 Show.

With an understanding that young people want to be entertained and included rather then preached to, we created a YouTube channel which encouraged behaviour change through a magazine style offering, hosted by You Tuber Jimmy0010 and featuring notable influencer personalities from music, TV and YouTube. With discussions and educational content on subjects such as relationships, drugs, mental health and general teenage well being issues.

. Play here

Foot Locker - Sneakermix

09

Director lead on creative direction, content strategy and media planning, video production, talent partnerships and media management.

Foot Locker requested an integrated live and digital campaign that would align them with a core music scene across key European territories. Partnering with Modestep to combine live experience, in-store and at club venues across all key territories, a competition mechanic that dramatically increased social engagement and a You Tube video diary series. The Sneakermix series successfully elevated the brand for music loving audiences across all five key EU territories, providing exclusive experiences for competition winners, unique behind the scenes content for online followers and unique free events for thousands of band and now brand fans across Europe.

.

Play here

W Hotels x Burn - DJ Lab

10

Responsible for the creative strategy to deliver a talent fostering campaign that would be visible Globally and solidify the W Hotel group as a supporter of grass routes music talent in collaboration with Burn (Coca Cola)

With a close working relationship with Burn and their electronic music talent program we partnered the two brands to deliver a mentorship program for up and coming DJ/production talent to work alongside existing key talent including James Lavelle and Paul Oakenfold. Through the milestones of talent search, application judging, mentorship and production classes, live performances in hub hotels in Thailand and the release of an album charting the achievements of the participants, we engaged media partnerships, PR and owned channel comms strategies to communicate the unique project Globally..

Play here

Burn (Coca Cola) - Residency

11

Instrumental in establishing Coca Cola’s Burn Energy Drink within the core/mainstream world of Dance music, with a talent nurturing programme. Creative and content strategy, production team management and brand and media partnership.

I worked on the development and activation of Residency over two years firstly with Vice and later with Popshop to establish program which mentored new talent from 16 markets with guidance from Fatboy Slim, Avicii, David Guetta etc. The output of the campaign was a reality style YouTube series following the competition to win a residency at a top Ibiza club and a recording contract. Now in its 5th year the concept has proven to be a mainstay for the brands development.

Play here

Thank You