Cupra
Concepted, developed and sold in CUPRA’s headline activation for Baller League’s Season 2 Final Four, turning a straightforward car reveal into a genuine cultural moment. The idea saw Aitch arrive masked in a CUPRA Raval before being unmasked live on stage at the Copper Box Arena ahead of his performance. I wrote the strategy and creative deck that brought Baller League, CUPRA and Aitch’s team together, and led the rollout from early teaser content through to the live moment and post event amplification.
Date
2026
Role
Creative Direction, Art Direction, Oversight, Production
CUPRA RAVAL UNMASKING
Concepted, developed and sold in the CUPRA activation for Baller League's Season 2 showpiece event - the Final Four. The idea centred on transforming a car reveal into a full cultural moment: Aitch arriving at the Copper Box Arena in a CUPRA Raval, masked and unidentified, before being unmasked live on stage in front of a sold-out crowd, ahead of a headline half-time performance.
I wrote the strategy and creative deck that briefed and sold the concept across Baller League, CUPRA and Aitch's team. Covering the full rollout arc from mystery-driver tease content captured in Manchester to the live unmasking, performance staging and post-event content plan. The activation drew 58,000 live concurrent viewers on stream and generated over 5.4m views views across socials, setting a new benchmark for partner integration within the league.
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