GXR x Sunburn

In an industry-first move, I led the collaboration between Galaxy Racer and Sunburn Festival, India’s largest music event, to bridge the worlds of esports and EDM culture. This wasn’t just a brand partnership — it was a statement of intent: to position gaming as a core part of youth entertainment. From ideation to execution, I directed a multi-touchpoint campaign that brought gaming zones, live competitions, and influencer-led content to the heart of a mainstream music festival. The result? A cultural crossover that engaged millions, sparked online virality, and repositioned Galaxy Racer as more than an esports org — as a youth culture powerhouse.