Birmingham Royal Ballet X Cadbury

As part of a university-led creative brief at Birmingham City University, I collaborated with the Royal Birmingham Ballet and Cadbury to develop a unique campaign concept rooted in Birmingham’s cultural identity. The challenge was to create something entirely new and never done before, while authentically representing the city’s spirit. My Sweet Dreams project was a musical fantasy drama that blended storytelling, music, and ballet to create a magical narrative experience. My concept was selected from six competing teams after four intense elimination rounds. I led the development of the campaign's narrative and visual direction, focusing on originality and emotional impact. This experience helped me grow creatively and professionally, enhancing my ability to lead bold, cross-disciplinary campaigns.