90 Avenue

Client: 90 Avenue
Role: Concept and Copy

The brief was tricky. Sell life in a residential compound that did not yet exist. No buildings, no show homes, just drawings. We answered with a musical.

Enter the Quality of Life Inspector—a larger‑than‑life guide who sings his way through every future detail of 90 Avenue, from morning light and green space to security and swimming pools. The performance let us visualise an unfinished place with energy and humour.

I co‑created the concept, wrote the lyrics and script, and worked on set to keep the rhythm tight and the story clear. The result turned an empty plot into a place people could already imagine living in.