Creative Direction & Branding
Dreamwav’s Creative Direction isn’t just about designing campaigns—it’s about translating culture. Raised in Southern California but seasoned by travels to more than 60 countries and a formative stretch living in New Zealand, Sleep Deez brings a rare fluency in global culture. That breadth of perspective allows Dreamwav to make any product resonate—not by force-fitting it into trends, but by translating its emotion, identity, and cultural DNA in ways that feel authentic.
People don’t connect with products; they connect with stories, visuals, feelings, and sound. Dreamwav bridges that gap. Whether shaping the anthemic energy of FIFA World Cup pitches with Roc Nation and Vita Motus, building a neon-soaked alter-ego for Cyberpunk 2077’s Neon Haze so convincing gamers thought Rihanna was behind it, or scoring the luxury of Dior Sauvage and the regional pride of Coca-Cola’s Mexican campaign, our work isn’t just branding—it’s storytelling with heartbeats.
This perspective is what sets Dreamwav apart from traditional agencies. Like PG Lang, Frosty, and Project 3, we build worlds, not ads. But our worlds are deeply sonic, emotional, and lived-in. Our audience knows us for being unapologetically authentic. That trust means we can translate not only music, but also fashion, fragrance, festivals, and heritage brands into narratives that move people—whether on a livestream, a billboard, or inside a video game.
Dreamwav’s Creative Direction is built on the belief that sound and story together create identity. From sports stadiums to luxury houses, from Middle Eastern music festivals to Mexican commercials, we create campaigns that don’t just get heard—they get felt.
Cyberpunk 2077 – Neon Haze (CD Projekt Red)
The Challenge:
Design a sonic identity for a fictional artist that lives inside one of the biggest video game launches in history—believable enough to feel like a real pop star in the Cyberpunk universe.
Dreamwav’s Approach:
Fuse futuristic textures with pop sophistication. Study how fans connect with star personas and translate that into a sound that felt both alien and familiar. Build the character of Neon Haze through sound, storytelling, and cultural cues.
Execution:
Created a track so authentic and emotionally resonant that players genuinely thought Rihanna was a hidden feature on the soundtrack. Delivered a sonic persona—not just a song—that expanded the world-building of Cyberpunk.
Impact:
Blended gaming, music, and culture into one of the most convincing examples of IP-driven sonic branding, with fans and critics citing the track as a standout moment in the Cyberpunk experience. The Spotify and YouTube streams for Neon Haze songs are in the millions outside of the game itself.
Middlebeast Festival (Saudi Arabia, with Vita Motus)
The Challenge:
Score the sonic identity for one of the Middle East’s largest music festivals, a cultural moment with international eyes.
Dreamwav’s Approach:
Blend festival-scale energy with regional cultural cues. Design sound to match animatics that could move massive live audiences while respecting and celebrating local identity.
Execution:
Crafted immersive audio branding for stage experiences, promotional campaigns, and festival storytelling. Integrated sonic world-building into the event’s larger creative production. The score and visuals were displayed on the largest LED screen in history and has entered the Guinness Book of World Records.
Impact:
Helped shape Middlebeast into a globally recognized festival brand, aligning its sound with its ambition to become the Coachella of the Middle East.
Coca-Cola (Mexican Campaign)
The Challenge:
Translate Coca-Cola’s global identity into a regionally authentic campaign for Mexico—music that feels local but still universal.
Dreamwav’s Approach:
Draw on your lived global perspective—blend Mexican textures (rhythms, instrumentation, melodic influence) with Coca-Cola’s signature uplifting, universal tone.
Execution:
Scored the campaign with vibrant, culturally rooted music that maintained Coca-Cola’s identity while resonating deeply with regional audiences.
Impact:
Delivered a sonic bridge between global brand and local culture, making Coca-Cola feel personal while retaining its worldwide appeal.
FIFA World Cup 2022 (with Vita Motus & Roc Nation)
The Challenge:
Create sonic narratives for the world’s most-watched sporting event—an audio identity that could carry the energy of stadiums, global broadcasts, and the emotional weight of national pride.
Dreamwav’s Approach:
Lean into anthemic scale—layered percussions, global rhythms, and emotional motifs that transcend language. Pull from your Southern California roots (hip-hop/R&B bounce) while weaving in global textures you absorbed across 60+ countries.
Execution:
Crafted stadium-ready soundscapes that married musical excitement with the spectacle of sport. Worked alongside Vita Motus and Roc Nation to align visuals, stage design, and brand energy with a soundtrack that felt inevitable.
Impact:
Established the sonic blueprint for the World Cup pitch, proving Dreamwav’s ability to score global-scale cultural events with emotional universality.