Labyrinth Brand Co was brought into the Azizam (Music Video) project by director Saman Kesh through Golden LA to help shape the creative and strategic foundation of the music video’s release in tandem with the director’s reputation.

Working in close collaboration with Saman's managemenr, Ed Sheeran’s marketing team and management, we led early narrative and campaign development, helping articulate the emotional and cultural significance of the piece while positioning it as a bold artistic departure. Our scope included multi-phase rollout strategy, messaging architecture, platform voice guidance, and visual tone alignment across channels. We also ensured that the project’s deeper cultural context, Azizam as a love letter to Persians, was carried through consistently and respectfully across public touch points.

In parallel, we managed Saman’s personal brand presence throughout the release, leveraging our brand optimization strategies to align his creative identity with the momentum of his career. This included timing key moments of visibility and shaping public-facing narratives across press, social, and industry channels. Labyrinth Brand Co served as both brand steward and creative translator, bridging the artistry of the work with the strategy required to bring it to a global audience and achieve meaningful, measurable reach.