the challenge
Slow Motion came from noticing a gap in London's nightlife for a more mature 25+ audience that still wanted the energy of a proper party, but with a strong focus on Caribbean infused music, dancehall, R&b and the wider culture around it.
There was a feeling that a lot of events were either aimed at a much younger audience or weren't really giving people the music and atmosphere they were looking for.
The idea was to create something that felt social, premium and culturally familiar without becoming overly formal or losing the fun of going out.
THE APPROACH
I co-founded Slow Motion and lead the creative direction across the brand.
I've worked across the social strategy, artwork, campaign concepts, content and overall visual identity, while managing photographers, videographers and other content creators.
I've also been heavily involved in the operations surrounding the event; working with venues, DJs, managers, bar teams, door staff, cloakroom teams and drinks suppliers. Because the events are open bar, I've also managed stock planning and relationships with beverage wholesalers to make sure we could deliver the experience properly.
On the marketing side, I built the social presence from scratch and developed content designed to create moments people actually wanted to share. This has included viral moments across TikTok and Instagram rather than relying solely on paid promotion.
We also collaborated with Red Bull around a Notting Hill Carnival event, giving the brand an opportunity to connect with the audience we had built.
results
Since launching in September 2025:
Grew TikTok from 0 to 4k+ followers
Grew Instagram to 3.5k+ followers
Generated multiple viral social moments and thousands of organic views
Delivered events across 500–600 capacity venues
Sold out events through DICE, including tickets selling out within minutes
Built a recognised 25+ London audience around the brand
Secured a Red Bull collaboration around Notting Hill Carnival
Cultivated a large community with emphasis on black British culture
The biggest thing for me is that Slow Motion has allowed me to take strategy all the way through to execution. Whilst considerring the audience, the positioning, the creative, the marketing and then actually being there to make sure the experience delivers.
