ed sheeran
CREATIVE LEAD
2024 - CURRENT
‘MATHMATICS tour COLLECTION’ - number 1 album
‘play’ ALBUM RELEASE - number 1 album
kid super collaboration
LOOP TOUR
Mathematics Tour Collection
#1 UK Album — Ed’s 8th UK #1
8.8M+ tickets sold across the Mathematics Tour
$875M+ grossed across 188 shows worldwide
4 continents / 2022–2025
Collection spans 6 studio albums + live recordings
Double Platinum UK certification
PLAY
#1 UK Album — Ed’s 9th UK #1
1.4B+ Spotify streams for the album
2M+ equivalent album sales
Released September 2025
273K+ pure album sales
Top 10 across multiple international markets
ed x kidsuper
I creatively directed the full collaboration between Ed Sheeran’s Play and New York label KidSuper — a partnership that went on to grow into two further collaborations.
Bringing together two distinct but playful creative worlds, I led the project from concept through to final product, shaping the visual identity, artwork and fashion collection. KidSuper’s bold, hand drawn aesthetic was fused with the energy of Play, transforming the album into a vibrant visual world that extended beyond the music.
DROP 1 - PLAY ALBUM
DROP 2 - LOOP TOUR
DROP 3 - LOOP TOUR PT.2
MATHMATICS TOUR
creative across Ed Sheeran’s Mathematics Tour from 2024–2025,
developing campaigns, social and digital content, visual assets and official merchandise that brought the tour’s iconic + − × ÷ aesthetic to life across global markets. The tour coincided with the release of +-=÷× (Tour Collection), a compilation celebrating the Mathematics era that went on to reach No.1 in the UK. Working across music, culture and product, I helped shape a visual world that extended from the live show into merchandise, digital campaigns, social content and fan experiences.
VIDEO CONTENT
play
“saw Ed Sheeran return to the expansive pop songwriting that has defined his career, while drawing on Indian, Persian and electronic influences to create a more globally minded record. Sheeran sounds as if he’s back on form.”
- irish times
album art formats
old phone pop up pub
Creative lead across Old Phone Pub pop-up activations in Ipswich, Massachusetts and Coachella,
bringing Ed Sheeran’s world into physical spaces through immersive design, branding, social content and fan experiences. The activations generated global coverage, extending the campaign beyond the physical spaces and reaching audiences internationally.
music videos
Ed Sheeran — Play x Spotify
To launch Ed Sheeran’s Play album, Spotify created an immersive fan experience at London’s Lightroom, transforming the album into a live, multi-sensory experience.
The event combined an immersive listening experience with exclusive behind-the-scenes footage from the making of Play, before Ed joined Nihal Arthanayake on stage for a live conversation about the album, his creative process and collaborations with Fred again..
I led the creative development and execution across the experience, helping translate the visual world of Play into an engaging physical and social-first fan moment.
