Stephen Mai

Recognised for a compelling multifaceted social media strategy integrating original shows, compelling editorial and user generated content.

Woo, a media brand making wellness discoverable, aspirational and culturally relevant, earned the win for Best Use of Video for its cultural movement redefining wellness for Gen Z. To create a new subculture through media, Woo used storytelling to create a movement built around feeling good — a new way to think about wellbeing through the lens of youth culture passion points. Woo worked with unexpected cultural icons such as Halle Baile, Kathryn Newton and Avatar’s Jamie Flatters to build a new… Show more

Woo, a media brand making wellness discoverable, aspirational and culturally relevant, earned the win for Best Use of Video for its cultural movement redefining wellness for Gen Z. To create a new subculture through media, Woo used storytelling to create a movement built around feeling good — a new way to think about wellbeing through the lens of youth culture passion points. Woo worked with unexpected cultural icons such as Halle Baile, Kathryn Newton and Avatar’s Jamie Flatters to build a new ‘wooness’ subculture that incorporates emotional and physical impact. The campaign generated 863 million impressions against a target of 250 million. It launched multiple award-winning original shows that subverted preconceived notions of wellbeing, including ‘No Wrong Answers,’ an internet talk show starring TikTok’s most fashionable influencers. Show less

Awarded for a ‘social ecosystem’ that ditches the wellness industry’s well-worn tropes redefining self-care for Gen Z audiences. The platform-agnostic brand leverages a mix of subversive and socially optimised long-form programming; fluid editorial tapping into culture, wellbeing, activism, fashion and more; immersive audiovisual experiences; and a marketplace.

In the launch campaign period alone, it generated one billion impressions against a target of 385 million, 260% above target… Show more

Awarded for a ‘social ecosystem’ that ditches the wellness industry’s well-worn tropes redefining self-care for Gen Z audiences. The platform-agnostic brand leverages a mix of subversive and socially optimised long-form programming; fluid editorial tapping into culture, wellbeing, activism, fashion and more; immersive audiovisual experiences; and a marketplace.

In the launch campaign period alone, it generated one billion impressions against a target of 385 million, 260% above target, and amassed 1.6 million social followers across various platforms. Show less

I was featured as one of the industries top creative leaders in Creative Review's 2023 leaders issue.

Named one of the top marketing visionaries in the UK by Campaign Magazine
https://www.campaignlive.co.uk/article/power-100-2019-meet-whos-marketing/1590678

Lead the marketing and content strategy for 4:3 platform and launch.

Best Social Media for Contemporary Scenes - a campaign uncovering underground scenes all over the world featuring articles, content and films from Palestine, Manilla, Ireland and across Africa + Eastern Europe.

Webby win for Migrant Sound - A 4 part documentary series celebration the impact of migration on music and culture.

Lead the marketing and content strategy for 4:3

Lead the film and broadcast team to a video team of the year nomination at the Digiday Media Awards. Celebrating for award winning and innovated documentaries, TV shows and live music broadcasts.

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

https://www.marketingweek.com/2018/12/03/the-best-campaigns-of-2018-part-1/

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

Lead the content strategy, launch, creative direction and marketing of 4:3 by Boiler Room

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

https://www.thedrum.com/news/2018/10/11/the-drum-digerati-2018-introducing-the-top-talent-media-and-platforms

Lead the strategy, launch, creative direction and marketing of 4:3 by Boiler Room

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

Lead the content strategy, launch, creative direction and marketing of 4:3 by Boiler Room

Lead the strategy, launch, creative direction and marketing of 4:3 by Boiler Room

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

Lead the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV.

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative and social production, direction and strategy of The Trash Isles. Reaching over 350 million people with famous citizens like Al Gore, Judy Dench, David Attenborough and Ross Kemp.
Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative and social production, direction and strategy of The Trash Isles. Reaching over 350 million people with famous citizens like Al Gore, Judy Dench, David Attenborough and Ross Kemp.
Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative and social production, direction and strategy of The Trash Isles. Reaching over 350 million people with famous citizens like Al Gore, Judy Dench, David Attenborough and Ross Kemp.
Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

In 2017 LADbible lobbied to United Nations to turn the plastic patch in the Pacific Ocean into a country called the Trash Isles.

The campaign took the plastic problem to the mainstream reaching over +350 Million people, 37 million video views and garnered +215k citizens. Famous citizens included Al Gore, Judy Dench. David Attenborough, Chris Hemsworth, Mo Farah and beyond. The UN responded to the campaign calling it creative and innovative.

Recognised for our digital strategy around redefining what it means to be a LAD today. The marketing and brand shift drove 3 core objectives:

1. Social Change
2. Charge Pop Culture
3. Disrupt Broadcast Models through innovation

Role:
Strategy , creative direction, content and execution lead

Nomination for our marketing and brand strategy redefining LAD through reinventing the value associated with our mass diverse audience through:
1. Driving Social Change
2. Disrupting Broadcast
3. Charging Pop Culture

ROLE:
Lead Strategy, creative direction, content and execution

Awarded Best PR and Brand Storytelling award at the Masters of Marketing for UOKM8? A marketing driven initiative using content and editorial to change the conversation around mental health, reaching 36 million people are driving over 800k engagements, as well as, establishing LADbible as an influential and impactful voice of a social generation.

Silver Lovie awarded to LADbible recognised for using digital channels to drive mass engagement around social change, viral content, pop culture and relatable editorial. We drove innovation around broadcast disrupting initiatives leveraging multi camera music projects and documentary broadcasting on Facebook live and redefining how people use platforms like Instagram stories.

Role:
Drove social strategy driving social change, disrupting broadcast, charging pop culture and visual… Show more

Silver Lovie awarded to LADbible recognised for using digital channels to drive mass engagement around social change, viral content, pop culture and relatable editorial. We drove innovation around broadcast disrupting initiatives leveraging multi camera music projects and documentary broadcasting on Facebook live and redefining how people use platforms like Instagram stories.

Role:
Drove social strategy driving social change, disrupting broadcast, charging pop culture and visual identity
Led the execution of editorial and social content relating to marketing campaigns UOKM8? ,Knowing Me Knowing EU and Climate Change
Drove strategy and execution for talent led social content with A list talent and celebrities
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Won the gold Lovie for Best Social Video Series for our mental health films 'Everyday Heroes'. The films launched UOKM8?, our mass impact campaign distigmatising mental health to our diverse young audience.

Results:
The films were watched 4.8 millions times and was a part of the campaign that reached over 36 million people and drove over 823k engagements.

Role:
Lead the marketing, creative direction and strategy for 'Everyday Heroes' for our campaign UOKM8?

UOKM8? is a social media driven content campaign driving an avalanche of honest discussion about mental health amongst young people.

ROLE:
Lead strategy, content , creative direction and execution

Leveraging a series of films directed by Mollie Mills and editorial series spanning over an initial 3 months UOKM8? was a marketing campaign that changed the conversations around Mental Health amongst young people in the UK.

LADbible and All 4 partnered up to create the world’s first original Instagram Stories premium music documentary, ‘We Built This House’.

The documentary charted the birth of House Music, from its origins in Chicago through to its takeover of the UK club scene and pop charts. It stars music icon Nile Rodgers and house music legends Marshall Jefferson, Jesse Saunders, Chip E, Steve ‘Silk’ Hurley, Honey Dijon and many others. The show was directed by prolific documentarian Jake Sumner… Show more

LADbible and All 4 partnered up to create the world’s first original Instagram Stories premium music documentary, ‘We Built This House’.

The documentary charted the birth of House Music, from its origins in Chicago through to its takeover of the UK club scene and pop charts. It stars music icon Nile Rodgers and house music legends Marshall Jefferson, Jesse Saunders, Chip E, Steve ‘Silk’ Hurley, Honey Dijon and many others. The show was directed by prolific documentarian Jake Sumner (Fantastic Man, The Plastic Age, Tracks). The series garnered 11 million reach and 7 million views.

ROLE:
Creative direction, content direction, marketing strategy and execution.

Show less

Use of Facebook to drive the brand and marketing strategy around redefining LAD through:
1.Driving Social Change
2.Charging Pop Culture
3.Disrupt Broadcast

ROLE:
Lead strategy, creative direction, content and execution

UOKM8? is a socially driven content marketing campaign to bring an honest and interactive discussion about mental health to the digital youth community.

ROLE:
Strategy, creative direction and execution

UOKM8? is a social media driven content campaign driving an avalanche of honest discussion about mental health amongst young people.

ROLE:
Lead strategy, creative direction, content and execution

Won the Grand Prix at The Drum DADI Awards.
"'LADbible Group have done a phenomenal job over the last year of building out their brand and consumer engagement strategy. The extent of the reach they have and their ability to engage with with a community of more than 33m people is testament to a well executed digital strategy and the power of the brand they have built. A well deserved grand prix winner."

ROLE:
Strategy and execution lead

Recognised for my work driving social change through campaigns like UOKM8?

Nominated for Best Use of Social for innovative Facebook driven campaign anchored around a 90 minute Facebook live stream of National Geographic's Before the Flood. The broadcast was a Facebook live first and drive 2.8 million videos views (4 x more than the TV broadcast). The whole campaign reached over 40 million people over a 1 week period.

Recognised as an official honouree for UOKM8? our brand campaign driving social change through changing the conversation around mental health issues amongst young people.

Nominated for best media campaign for UOKM8? LADbible's first marketing and brand campaign driving social change and destigmatising mental health issues.

Role:
Strategy, creative direction and execution

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Bronze Award for our Facebook live stream and distribution of a live music video for Kasabian: Are You Looking For Action? Project in collaboration with Sony Music UK.

Led the marketing, creative, design and social production, direction and strategy of The Trash Isles.

Case study:
https://vimeo.com/260460886/b643ce88f0

Led the marketing, creative, design, communication, content and social strategy, execution and production of The Trash Isles. In partnership with AMV