ASHLEY MI KI MAK
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SELECTED WORKS
2018–2025
Campaign strategy, programming + production for the launch of the Under Armour Forge '96 sneaker in 6 cities across Asia and Europe over 6 months.
The Pioneer Project, a global initiative collaborating with cultural voices (Pioneers) at the intersection of style and performance in Tokyo with Tokyo Vitamin, Hong Kong with Arthur Bray and Yeti Out, Seoul with ISSE, London with Simon Suphandagli of EJDER, Amsterdam with Olaf Hussein and Berlin with Serious Klein through funding and co-creation. With many moving parts and a large production vendor and talent list, a key part of my role was to establish, facilitate and support the global relationships involved in the campaign, many of who were or became personal friends and colleagues as of today.
The Pioneer Project, a global initiative collaborating with cultural voices (Pioneers) at the intersection of style and performance in Tokyo with Tokyo Vitamin, Hong Kong with Arthur Bray and Yeti Out, Seoul with ISSE, London with Simon Suphandagli of EJDER, Amsterdam with Olaf Hussein and Berlin with Serious Klein through funding and co-creation. With many moving parts and a large production vendor and talent list, a key part of my role was to establish, facilitate and support the global relationships involved in the campaign, many of who were or became personal friends and colleagues as of today.
Each pioneer was given the freedom to experiment with brand assets and create merch associated with each activity. Four of the UA Forums also celebrated with a “true to their DIY roots” off-camera one-night only Boiler Room event, including the first ever BR event in Hong Kong, a personal moment since leaving the company in early 2018.
Under Armour x Platform 13 'Forge 96' Global Campaign
2018 | Creative / Lead Producer
2018 | Creative / Lead Producer
2025 | Festival Director
2025 | Festival Director
Collective Minds x BR Hong Kong Festival
Project pitch, Brand partnership, Creative direction + Festival programming.
A three way partnership between Ashley Mak, Collective Minds Asia and Boiler Room.
As a former Boiler Room employee, I drove the expansion of the brand in my heritage city of Hong Kong, delivering its first-ever local event in 2018 with agency Platform 13 and subsequently developing a larger-scale partnership opportunity in late 2024 with Collective Minds Asia.
The objective was to celebrate established and emerging South and East Asian talent who had previously featured on the global platform, while collaborating with local vendors to unite communities through music, art, design, and entertainment—a contribution to the growth of Hong Kong’s cultural and entertainment landscape
The outcome: An A/V live music event at the infamous Wan Chai Harbourfront in Hong Kong, set across two days with supporting pre and after parties. 1 year of curation, 2 stages , 30 acts, 8 collectives and 8000+ attendees.
SELECTED WORKS
2018–2025
SELECTED WORKS
2018–2025
2025 | Director and Producer
Wax Poetics x Chanel 'Chance in Music' Campaign
Concept, direction + production for Wax Poetics partnership with CHANEL.
For WP's first campaign with the global fashion house, it was of most importance that the partnership landed authentically with the music magazine's knowledgable audience and the luxury brand's loyal consumers, ensuring the collaboration felt meaningful rather than transactional. By creating the budget, allocating correct teams and working with given locations + insights from Chanel’s product release, the campaign was designed to deliver value to both audiences visually and sonically without feeling misplaced whilst still reaching KPI's. This approach inspired an educational, real-time exploration of the parallels between music and scent, supported by custom set design to centre the conversation, featuring prominent and trusted figures leading intimate, unfiltered discussions - dropping the veil between product and consumer.
The outcome: 'Chance In Music' ft. Solange, Neneh Cherry, Yukimi and Angèle. A two-part live video series filmed in Paris, exploring pivotal moments of creative risk and growth, as well as the parallels between music and scent creation with Chanel in house perfumer, Olivier Polge. The vision was to centre artists with unique backgrounds, perspectives, and sonic identities - each telling a distinct story within the same industry : Music. The films were premiered at Soho House Paris, a private screening in celebration of Chanel's new perfume ' Chance Eau Splendide' in April 25', along with the compaigns very own micromag.
SELECTED WORKS
2018–2025
2022 | Creative Director + Producer
Wax Poetics x Calvin Klein 'Plugged In' Campaign
Campaign strategy, concept and production for Wax Poetics in partnership with Calvin Klein. Led the development of an integrated campaign that aligned both brands’ strategic strengths and target audiences in its most authentic form; bridging music journalism with youth fashion demographics. The organic and interactive roll out of the campaign allowed for cross brand engagement across the fashion and music audiences, driving natural influence and brand awareness across social media and live. The achieved outcome - to create a purpose-led campaign that prioritised community value and cultural contribution, moving beyond experiential spend to deliver meaningful impact.
The outcome: Blurring the boundaries between creative disciplines, Calvin Klein collaborated with music journal Wax Poetics to create 'Plugged In', a project celebrating emerging writers in music journalism who are shaping the contemporary music landscape of today. Applications for Plugged In were open to any music journalist ages between 18-25 and living in the E.U. or U.K, providing its winners with educational resources, expert mentorship and paid commissions in order to elevate the voices of the next generation of journalists. This collaboration portrays Calvin Klein’s continuous celebration and exploration of self-expression through means beyond clothing.
This film features the winning participants—Amelia Fearon, Maeve Hannigan, Violeta Arango, and Vuyokazi Mtukela
2019 | LEAD Music Consultant
Burberry Monogram, Global Launch Events
Commissioned by Burberry to provide local market research, insight, and strategic consideration for a curated selection of global DJs to perform across the luxury brand's international network of stores and wholesale locations, supporting the launch of Riccardo Tisci’s 'Monogram'.
Leveraging local knowledge and global networks, the approach was to challenge conventions and take a forward-thinking approach to the musical direction aligned with the brand’s new vision under its newly appointed Creative Director. This process resulted in multiple rounds of artist roster development, balancing culturally impactful emerging talent with established artists who authentically reflected the brand’s forward thinking vision and cultural awareness of each market.
The outcome : Programming for in LA / NYC / Miami / San Francisco / Chicago / Vancouver / Toronto / London / Milan / Paris / Shanghai / Seoul / HK / Japan / Russia / Dubai events.
SELECTED WORKS
2018–2025
2022 | Music Consultant + Talent Booker
Dazed x Bershka 'Onstage // Offstage'
Campaign
Commissioned by Dazed to give market specific research and provide insight into local emerging talent for Bershka’s six-city European campaign, Onstage // Offstage. Drawing on local knowledge and networks across each city, alongside research into the brand’s heritage, campaign objectives, and budget parameters, I identified and presented an ethnically, genre, and gender-diverse roster of rising artists with demonstrable cultural impact within their local scenes reinforcing confidence in the brand’s understanding of local markets.
The outcome: Bershka partnered with music and culture magazine Dazed for the live music event series, #BershkaOnStage which highlighted rising artists performing intimate gigs at Bershka flagship stores in six cities across Europe in London, Paris, Barcelona, Brussels, Milan, Frankfurt, Berlin featuring Nathy Peluso, Let's Eat Grandma, RKOMI, Woody Smalls, Ace Tee, Aly Bass.
Each talent designed a piece or capsule collection of merchandise to be sold in conjunction with their performance, alongside Dazed covering each event with exclusive interviews and content.
SELECTED WORKS
2018–2025
SELECTED WORKS
2018–2025
2020 | Creative Director
Moses Boyd - Dark Matter Tour finale
Commissioned to provide creative direction for the London finale of Mercury prize nominated artist, Moses Boyd’s Dark Matter Tour, leveraging lighting design and production to deliver a compelling, audience-focused live experience at his sold out show at Electric Brixton.
The approach centered on highlighting the British Jazz drummer's skill and movement, using several colour tones and shapes to build and enhance mood and pacing of each song - white to build energy, blue for high intensity, orange for warmth, and black for stillness and impact. Tracked spotlights were programmed to follow each movement of each player, creating a projection mapping effect that enhanced the performance with minimal stage elements.
Wax Poetics partnered with Sonos to create a series of one off shows around the US for Sonos Radio. The most organic approach was to hone in on Wax Poetic's heritage of music knowledge and their wide network of legendary affiliated artists ; an audio extension, using music as a lens to explore community, history, and artistic evolution in different cities, embodying the journal's core philosophy of deep musical appreciation.
Wax Poetics partnered with Sonos to create a series of one off shows around the US for Sonos Radio. The most organic approach was to hone in on Wax Poetic's heritage of music knowledge and their wide network of legendary affiliated artists ; an audio extension, using music as a lens to explore community, history, and artistic evolution in different cities, embodying the journal's core philosophy of deep musical appreciation.
A series of deep dive interviews supported by music selections which represented local scenes - cultural storytelling with a regional focus. The key to the project was identifying the best voices to tell each city’s story through a unique lens. Research into respected DJs, musicians, and music historians informed the selection, ensuring each could explore how music shaped their city - highlighting the cultural impact of genres from soul, funk, hip hop, to disco and boogie, celebrating artistry beyond the mainstream, and connecting generations through vinyl culture.
The outcome: 'Music Made Us' - Wax Poetics and Sonos Radio takes listeners on an 8-stop journey across the United States, exploring how music’s influence helped shape and build the unique character of each locale featuring Danny Krivit (NYC), DJ Jazzy Jeff (PHILLI), Wajeed (DETROIT), Sonrisita (LA), Jubilee (MIAMI), Rahaan (Chicago), DJ Soul Sister (NEW ORLEANS), Kai Alcé (ATL).
The outcome: 'Music Made Us' - Wax Poetics and Sonos Radio takes listeners on an 8-stop journey across the United States, exploring how music’s influence helped shape and build the unique character of each locale featuring Danny Krivit (NYC), DJ Jazzy Jeff (PHILLI), Wajeed (DETROIT), Sonrisita (LA), Jubilee (MIAMI), Rahaan (Chicago), DJ Soul Sister (NEW ORLEANS), Kai Alcé (ATL).
SELECTED WORKS
2018–2025
2022 | Programmer + Creative Producer
Sonos x Wax Poetics 'Music Made Us' Campaign
2022 | Creative LEAD + Producer
Brooklyn Brewery x Wax Poetics '50 Years Of Hip Hop' Campaign
In celebration of hip-hop’s 50th anniversary in NYC, Brooklyn Brewery partnered with Wax Poetics honouring Brooklyn’s favourite son, The Notorious B.I.G, paying homage to his legacy.
In celebration of hip-hop’s 50th anniversary in NYC, Brooklyn Brewery partnered with Wax Poetics honouring Brooklyn’s favourite son, The Notorious B.I.G, paying homage to his legacy.
The collaboration resulted in two products: a limited-edition Notorious B.I.G. x Brooklyn Lager collection and a special B.I.G. issue of Wax Poetics’ biannual print magazine, featuring a cover story.
With two product outlets, the partnership truly came together in real life, celebrating across two days in B.I.G's neighbourhood of Brooklyn. Working across creative and production, the approach focused on preserving his legacy through both celebration and education, which resulted in day 1 featuring a hosted panel talk between 'Ready to Die' producer Easy Mo Bee and Wax Poetics’ Editor Monk-One - a conversation reflecting on the early 90’s New York City milieu that bred Biggie’s musical success. Night two was an RSVP, free live music event in BRIC’s ballroom, featuring performances by rising artist MIKE alongside OG Biggie contemporaries Masta Ace and Marco Polo. The activation successfully combined product, storytelling, and community engagement to honor one of hip-hop’s most influential figures.
With two product outlets, the partnership truly came together in real life, celebrating across two days in B.I.G's neighbourhood of Brooklyn. Working across creative and production, the approach focused on preserving his legacy through both celebration and education, which resulted in day 1 featuring a hosted panel talk between 'Ready to Die' producer Easy Mo Bee and Wax Poetics’ Editor Monk-One - a conversation reflecting on the early 90’s New York City milieu that bred Biggie’s musical success. Night two was an RSVP, free live music event in BRIC’s ballroom, featuring performances by rising artist MIKE alongside OG Biggie contemporaries Masta Ace and Marco Polo. The activation successfully combined product, storytelling, and community engagement to honor one of hip-hop’s most influential figures.
SELECTED WORKS
2018–2025
2014–2018 | Global Head Of Events
Boiler Room - FT
full time role
SELECTED WORKS
2018–2025
2019 | Creative + Set Producer
Kelsey Lu - Blood Tour Finale / 'Grounded' Show
Commissioned to provide local support for US-based singer and cellist Kelsey Lu, delivering her final tour show at London’s iconic, sold-out venue, EartH Hackney.
The 'Grounded' tour show was adapted for a custom, site-specific finale, designed to evoke humility, gratitude, and connection to EartH. The set incorporated natural materials; stage dirt, moss, dried flowers, and a natural muslin backdrop to enable simple silhouette lighting, while a mounted, life-sized silicone body cast of Kelsey Lu by Sinéad O’Dwyer added a sculptural focal point. The minimalist design emphasised the musical performance, the scale of the room, and the immersive feeling of presence. Red accents referenced blood - the essence of life - reinforcing awareness of the present moment and the show’s overarching theme of groundedness.
The 'Grounded' tour show was adapted for a custom, site-specific finale, designed to evoke humility, gratitude, and connection to EartH. The set incorporated natural materials; stage dirt, moss, dried flowers, and a natural muslin backdrop to enable simple silhouette lighting, while a mounted, life-sized silicone body cast of Kelsey Lu by Sinéad O’Dwyer added a sculptural focal point. The minimalist design emphasised the musical performance, the scale of the room, and the immersive feeling of presence. Red accents referenced blood - the essence of life - reinforcing awareness of the present moment and the show’s overarching theme of groundedness.
SELECTED WORKS
2018–2025