Usher UNSTAGED Directed by Hammish Hamilton

The American Express UNSTAGED live-stream music series is always looking for new ways to bring fans closer to the artists they love. With international pop star Usher, the challenge was to create a groundbreaking digital event that would resonate in all four corners of the globe.

Since every Usher fan admires his talent for dance, we took some of his most iconic moves and offered them up for global participation. Working hand-in-hand with his choreographer, we digitized a library of official Usher dance moves and invited fans to make them their own, customizing individual avatars with unique visuals and choreography.

Directed by: Hamish Hamilton

Role: Co-Creator & Program Creative Director

These user-generated avatars were then integrated into Usher’s on-stage performance in a spectacular live-streaming show. With thousands of avatars, millions of viewers, and a worldwide Twitter takeover, Take the Stage became a global phenomenon that set a new standard for innovation in the live-stream music category.

Read about how we did it on Vice.