I’ve been obsessed with Yussef Dayes’ music for years. The rhythm, the physicality, the way it moves. That feeling immediately reminded me of sitting in the Defender’s Body and Soul seats with the haptic audio turned up. Music travelling through the body. As Creative Director, I shaped the collaboration around that shared feeling. Social-first, minimal, and honest, the work proves that with the right cultural alignment, you don’t need scale or huge budgets to create something that resonates.