Strategy and Leveraged Collaborations:

James had built a strong presence within his niche and local scene, but we identified an opportunity to broaden his reach by exploring new approaches to expand his media presence. After evaluating several digital campaigns pursued through media channels such as TikTok and Instagram, as well as collaborations with other artist we arrived with a verdict. A decision to pitch one of his most resonant tracks to Naughty Dog for potential placement in their highly anticipated video game release. The alignment of his sound with the game’s tone made a compelling case, and the partnership was secured.

When The Last of Us Part II launched in 2020, the in-game placement of Shawn’s song resulted in a dramatic rise in digital engagement, but the impact extended beyond gaming audiences. In 2025, HBO's live-action adaptation of the game featured his music once again in The Last of Us: Season 2, reintroducing his work to a new global audience. This resurgence solidified the long-term value of the original collaboration and highlighted how targeted media integration can deliver sustained success well beyond a single campaign cycle.