In 2024, I led the digital campaign for Elton John’s documentary Never Too Late, focusing on turning a film release into a conversation which gave existing fans the chance to remember their favourite moments and engage new fans with some of rock and roll's greatest stories.
Working closely with Disney+, we ensured the documentary premiere not only celebrated Elton’s touring legacy, but also drove meaningful engagement with the song ‘Never Too Late’ across streaming platforms, short-form video, and community channels. My role was to build and execute the digital strategy, aligning film distributors, label partners, and Elton’s own brand channels to deliver impact across both the film and music sectors.
At the Toronto International, New York and London film festivals, I supported Elton John and the team for the premieres of Never Too Late.
The Premiere Circuit
Working behind the scenes, I directed live content capture on the red carpet and inside the venue, coordinating with press and film partners to deliver polished assets at speed. This ensured that fans worldwide could share in the excitement of the premiere, with content going live across Elton’s channels within hours - bridging the festival moment with the global digital campaign.
I worked with partners to offer fans the chance to attend the screening through exclusive ticket giveaways. By aligning with brand partners and community platforms, we extended the premiere beyond industry insiders, ensuring fans were part of the moment and strengthening Elton’s bond with his audience.