ASOS
Supports Talent

Part of the ASOS Supports Talent initiative, this campaign championed emerging UK grime artist Elf Kid through a bold, multi-platform creative that merged fashion, music and culture.

As Director and Producer, I led the campaign across all touchpoints — including a stills shoot, a custom track, and a music video shot in Ethiopia, culminating in a launch event at The London Edition Hotel featuring key figures from the grime scene.

The music video marked a first for a UK artist, filmed entirely in Ethiopia and showcasing the country’s rich landscapes and heritage,  from the sulphur lakes of the Danakil Depression and the Hyenas of Harar, to the Hamar tribe and the rock-hewn churches of Lalibela.

Visually striking and culturally resonant, the film became a celebration of Elf Kid’s African roots — fusing the raw energy of grime with the textures and traditions of Ethiopia. A bold statement of identity, artistry, and cultural connection, it marked a defining moment within ASOS’s commitment to emerging talent.