MASTI - Jingle Balle

Full Music Video filming & Editing

Multi-City video campaign

Project Overview

Masti is a high-energy music project supported by a national label campaign, combining performance, street-level promotion and live pop-up events across multiple UK cities.

I was brought on to film, edit and deliver the core music video, as well as capture and produce ongoing content across the tour, effectively acting as lead content creator throughout the campaign period.

The result was a cohesive, fast-moving visual campaign designed to perform across TikTok, Instagram and YouTube — while still retaining the personality and energy of the live events.

Scope of Work

• Full music video production

• Multi-day filming across live pop-up events

• Short-form social edits optimised for TikTok & Instagram

• Tour documentation and behind-the-scenes content

• Platform-specific formatting and delivery

• Ongoing content creation throughout the campaign window

This project was delivered across multiple shoot days and locations, with a structured pre-production

plan to ensure consistency and pace across all outputs.

Screenshot of a webpage showing a shot list for a video shoot, organized into four locations with thumbnail images and descriptions for each shoot location.

Campaign planning & shot structure

The Approach

This project was approached as a campaign, not a single video.

Pre-production planning was used to map out:

• Key moments at each pop-up

• Performance-led hero shots

• Crowd interaction and reaction beats

• Platform-specific edit pacing

The edit style focused on rhythm-driven cuts, bold movement and reactive energy, designed to feel immediate and native to social feeds while still holding up as a standalone music video.

The Results & Reach

This campaign achieved significant organic reach across multiple platforms and within 4 weeks had hit:

• 1.3M+ organic views on TikTok alone (LightWerk Media account)

• 60K+ views on YouTube

• 2M+ additional views across other channels

• Strong engagement across collaborative posts and label releases

The project also gained wider visibility beyond social media.

Screenshot of social media analytics for a Christmas-themed video, featuring a man in a tuxedo and Santa hat. The video is a Christmas single titled 'Jingle,' released on December 4th, with a duration of 1 minute and 30 seconds.
Screenshot of a TikTok video analytics page showing a man in a tuxedo and Santa hat, with a video length of 58.27 seconds, posted on December 4, 2025, at 10:33 PM. The video has over 1.3 million plays, 79,000 likes, 1,649 comments, 48,000 shares, and 9,843 bookmarks.

Broadcast & Press Coverage

• Featured on BBC

• Covered in an article by Birmingham Live

• Partnered with Manchester City Council with an Instagram Pop-up edit

A person in a red jacket and Santa hat addressing a crowd around Christmas decorations and a Christmas tree in a busy city square, during the holiday season.
Three men in tuxedos with gold-embossed jackets and black bow ties, wearing red Santa hats, standing on a stage at a Christmas event. The background is dark with some colorful lights, and there is a

Extended Campaign Content

In addition to the main music video, I produced ongoing highlight edits from the pop-up tour, documenting the atmosphere, audience reactions and live performances across each city.

These edits were used to:

• Sustain momentum throughout the release window

• Support tour promotion

• Provide a consistent visual identity across platforms

Why This Project Matters

This project demonstrates my ability to:

• Handle multi-day, multi-location shoots

• Work at campaign scale, not just single deliverables

• Deliver content that performs organically

• Collaborate with artists, labels and public platforms

• Translate live energy into effective social content

Lets create something