The challenge
Belong had just launched its new brand platform, It Feels Good to Belong. They wanted a campaign moment that felt genuinely internet-native. The creative was a two-minute radio song celebrating carbon-free internet. The constraint was time. One week to turn audio into something people would actually share.
The idea
Translate the song into a visual language the internet already understands. Emojis. A lyric video that treated emojis as digital typography. Playful, readable, and designed for social feeds.
What we made
I pitched and developed the lyric video concept. A social-first execution designed to extend the life of the radio spot beyond paid media. Animation was produced by Steve Edwards. The song was written by Howatson+Company creatives Jared Wicker and Elaine Li.
The results
The video gave the campaign a second life online. Listeners shared it organically across social platforms and podcasts, extending its reach well beyond the original broadcast schedule.
The campaign ran nationally across Nova, KISS, and Triple M in custom two-minute placements.
It was recognised with multiple industry awards:
Winner. Siren Awards 2022. Best Campaign
Winner. Siren Awards 2022. Audio Innovation
Highly Commended. Siren Awards 2022. Single Ad
