One Source Live

Built around the idea that we all come from One Source, the campaign took Absolut’s single-origin philosophy and reframed it through a Pan-African lens – positioning the continent not just as a source of ingredients, but as the origin of rhythm, fashion, artistry, and narrative.

Held in Johannesburg, the live event brought together the continent’s most influential talent – Sho Madjozi, Khuli Chana, Patoranking, YoungstaCPT, Trevor Stuurman, Osborne Macharia, and more – in a day-long celebration of music, art, photography, and fashion.

As Creative Director, I helped craft a unified campaign that treated these creatives not as celebrities, but as revolutionaries. We designed visuals, messaging, and on-the-ground experiences that cast each one as a hero of a new Africa – bold, unapologetic, and brimming with potential.

The event experience was layered and immersive: a multi-stage concert, interactive art installations, a limited-edition fashion collab, and a full digital ecosystem designed to extend the moment far beyond the venue.

The result? One of the most talked-about brand events on the continent that year. But more than hype, it left behind a clear message: Africa isn’t looking elsewhere for inspiration. It’s looking inward. And it’s rising.