Role: Creative Director for Moment Factory On June 11th, iconic American hip-hop artist Usher treated concertgoers at the Hammersmith Apollo in London, England to a glimpse of the future of interactivity. And that future turned out to be a strikingly personal and immersive experience. This event was part of the Amex Unstaged series, in which American Express, Digitas and Momentum pair influential directors with music artists for maximum creative synergy. In collaboration with Moment Factory and esteemed TV director Hamish Hamilton the Unstaged presentation Usher-ed in a new era of next-level interactive audience experience. Digital wizardry made magic when over the course of three Usher songs.