BRAND
EXPERIENCES
theatric. award-winning. unforgettable.
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With over a decade of experience supporting agencies across both pitches and live projects, Luke (LPJ) specialises in bringing a performative layer to brand experiences and fashion shows. His work combines theatrical show design with a deep understanding of multi-channel campaign thinking - infusing brand guidelines, messaging and creative strategy into the custom show design solutions.
As a trusted collaborator to agencies, LPJ frequently leads and onboards a specialist show team of choreographers, composers, costume designers and talent to integrate seamlessly with internal creative & production teams. Together, they build experiences that merge performance and brand storytelling in ways that feel cohesive, innovative and emotionally resonant.
A specialist in the fusion of brand and music, LPJ is known for creating performances where both artist and brand share the spotlight as co-stars of a single, unified experience. His work and thinking were recently featured in his D&AD Festival 2025 keynote talk “Show Creative Direction – The Fusion of Performance and Brand Storytelling.”
In addition to music-led projects, LPJ’s experience extends to non-music partnership formats such as product/car launches, media upfronts, B2B/B2E Conferences and fashion - all designed to deliver authenticity, strategy and impact in equal measure.
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Luke has worked on a range of live projects and pitches for brands including Spotify, YouTube, Westfield, On Running, Visa ITV, Nike, Virgin, Amazon and Red Bull on behalf of agencies such as Imagination, Amplify, Smyle, Identity, Wasserman, Metallic Inc, Wonderland, Touch Associates and more.
Services
Brand Experiences
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Show Design & Direction for Brand Experiences and Fashion Shows
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Creative Consultancy & Pitch Support - Show Design / Bespoke Entertainment
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Music Artist x Brand Experience Partnership Specialist (Show Design)
Case Studies
D&AD Festival 2025
Highlights of Luke (LPJ) McCabe's keynote at the D&AD Festival 2025
'Show Creative Direction - the fusion of performance and brand storytelling'
Luke supported Smyle from the initial pitch through to full show delivery as Show Creative Director and Production Designer, shaping the creative vision and overall show format. He designed artist performances - Sam Smith, RAYE, Charli XCX, Chase + Status, Libianca, Strandz and Kenya Grace — transforming Spotify’s traditionally digital Wrapped campaign into a fully immersive live show for the first time. His design incorporated the campaign signature colourways & playful geometric shapes as large-scale inflatables and scenic elements.
The event reached 3.3 million unique viewers, generated 1.1 million TikTok livestream likes, and engaged 102,000 active viewers, achieving a 3.2% follower uplift on Spotify’s TikTok. The project went on to win Best Large Scale Activation Experience at The Drum Awards 2024
As Show Creative Director supporting Amplify, Luke (LPJ) led the Show Creative Direction for a hybrid global performance that celebrated Gaga’s Love For Sale album. In a time when live music had become formulaic and restricted by the pandemic, the project reimagined how audiences could interact with one of the world’s biggest pop stars.
The broadcast fused real-life and virtual audience interaction across 21 Westfield sites globally, with live camera feeds, interactive features, and integrated fan participation.
The campaign reached over 2.6 million fans and earned Gold for Best Collaboration at the Campaign Experience Awards.
As Show Creative Director, Luke partnered with Imagination to design and deliver Visa Live at Le Louvre - the first-ever live concert staged in the Louvre’s Cour Carrée, blending music, art, and brand storytelling in one iconic setting.
Luke designed all artist performances to reflect the textures, colours and sculptural forms of the bespoke statue busts created for the campaign - each inspired by the museum’s legendary sculpture halls. Featuring Post Malone, Ayra Starr, RaiNao and Kungs, the show united performance, fashion, and environment within a cinematic stage language that honoured the Louvre’s artistry while bringing it to life for a global audience.
The event attracted 4,600 in-person attendees from over 134,000 ballot entries, reached 1.1 million livestream viewers on Roblox, and achieved 9.3 million social engagements. The campaign earned multiple awards, including Best Activation at a Music Event (Gold, Campaign Experience Awards), Best Virtual Event/Live Stream, Best Museum Environment, and the Golden Grand Prix at the Event Marketer Experience Design Awards.
Luke led the full show creative direction for Simple’s Whatever the Weather Experience at Outernet London - an immersive brand launch for the new SPF range designed to educate and engage audiences on the importance of SPF in all weather conditions.
He crafted a theatric, sensorial journey across Outernet’s immersive spaces, from a cinematic Rain Room featuring scent, wind and spatial audio to a vibrant Summer Garden with roaming actors, robotic butterflies and live product trials. The SPF Studio hosted podcasts, games and giveaways, while the Weather Tunnel offered a cinematic walkthrough with campaign content and interactive QR experiences.
The campaign became Simple’s largest-ever brand activation, achieving 99% brand recognition, 84% association with the new SPF, 92% increased purchase intent, and 88% likelihood to recommend. Drawing thousands of visitors and extensive media coverage, it was celebrated as one of Outernet’s standout immersive experiences of 2024.
As Creative Director, Luke supported Metallic Inc on the concept and delivery of YouTube Music’s Legacy Party at the Royal Opera House — a one-night celebration of 50 Years of Hip Hop.
He crafted a visual world of gold and black opulence, featuring 3D-printed golden busts of UK Hip Hop icons such as Stormzy and Skepta, mirrored lyric stairs, and custom-designed menus. The show centred on a curved stage design framed by chrome-gold liquid visuals, blending elegance and heritage with contemporary edge.
The evening culminated in a surprise performance by Ms Dynamite, fusing artistry, legacy and luxury into an unforgettable cultural celebration.
