top of page




Alfie Arcuri was crowned the winner of The Voice 2016, beating out one of the most competitive fields the show has ever seen.

Having completed his first ever and widely successful national headline tour “My story, our journey” to crowds across the country, he released his new original record "If They Only Knew" Reaching top 4 on the Itunes Australia Chart.

We were excited to act as his creative director for the for entire project covering everything for the release from creative for the cover art, styling and direction for live tv performances to red carpet appearances.  







We came up with visual mood boards to accompany the powerful ballad to really bring the song to life. After several meetings with the marketing team at Universal Music along with Alfie we collectively came up with a direction, mood and theme for the entire release making sure everything had a consistent flow.


Starting with the single cover art we wanted to show the raw and vulnerable side of Alfie, we wanted everything stripped right back, Alfie wanted to showcase that he was moving into a new phase of his career and loved the concept of having music and a piano in the imagery.

We sourced a stunning location for the shoot and brought on board one of Australia's top photographers Daniella Haggar. WSE Director Wil worked alongside her on the day to ensure we got a variety of shots as we needed stills for a remix package, a stripped back version and promo shots for publicity. On hair and makeup we had the talented artist Jen Harris. 

We were also hired to create content for a series of short viral videos used in the lead up to the single release to be used across various social platforms. We worked alongside filmmaker Brayden Harry to create these videos, each with a specific purpose working around the roll out dates for the single release. 


To keep everything cohesive with the release we styled him for his live performances of the single on "The Loop", the semi final of the 2017 series of "The Voice" along with his morning show appearance on "The Today Show" and the "Move in May Festival" . keeping everything minimal and understated so the primary focus is on the song.


We styled Alfie for all his  red carpet events and wanted to keep in the same neutral and earthy colour pallet but slightly more sophisticated. - events including " The Fate of the Furious" movie premier , The premier of "The Bodyguard" musical, Kinky Boots opening, and the media launch for "The Voice" and the influencer dinner event for "King Arthur". 










bottom of page