DISCO DADDY
BRIEF
Ministry of Sound wanted to bring disco back, but with edge. The challenge was to avoid the clichés and create a brand that was rooted in disco’s cultural origins while feeling cool, current, and true to the Ministry’s bold identity.
APPROACH & CREATIVE DIRECTION
The aim was to build a brand that was electric and full of flare without slipping into nostalgia or cheese. Drawing on references from voguing culture and glamour of the 70s, the creative direction was developed to authentic yet modern. At its heart was Disco Daddy himself, a character created to embody the spirit of the night, supported by an entourage of dancers who brought disco’s iconic style and inclusivity to life.
EXECUTION & OUTCOME
Working closely with stylists, dancers, and the in-house creative team, I led the creative production end to end, from graphic-led event flyers to live experience. Together we shaped nights filled with voguing showcases, roller-skate performers, and theatrical character moments, turning the club into an inclusive playground of joy and self-expression. I also oversaw the launch campaign production, collaborating with director of videography Adam Hatchberry to execute a series of disco-inspired content that amplified the brand.
The result was Disco Daddy: a club night that redefined disco for today which was bold, inclusive, and culture-led. By celebrating disco’s roots and pairing them with contemporary creative direction, the brand turned disco from kitsch nostalgia into something vibrant and relevant.
Design Direction: Sabrina Brouwers
Director of Photography: Adam Hatch-Berry
← PROJECTS