D Double E
Reinventing a Grime Icon
Challenge
How does a grime legend evolve—and stay relevant—without losing what made him iconic?
Approach
LuminAura reimagined D Double E’s image for a new era. We introduced a sharp, tailored aesthetic—partnering with Savile Row’s Maurice Sedwell to elevate his style.
To launch the transformation, we cast him as a sharply dressed estate agent in the cult film Brash Young Turks—flipping expectations and expanding his on-screen presence. We also produced the theme music video, merging cinematic polish with his refreshed identity.
To spotlight emerging talent, we launched a nationwide competition for an up-and-coming artist to join him on the track—supported by a campaign video created with Urban Development.
The campaign gained cultural traction, with D Double E featured in Complex magazine and attending the red carpet premiere at the British Urban Film Festival.
Results
• Repositioned D Double E as a versatile, cross-media artist
• Sparked new brand and media opportunities
• Featured in Complex and at BUFF premiere
• Reasserted his presence at the forefront of UK grime
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D Double E
Reinventing a Grime Icon
Challenge
How does a grime legend evolve—and stay relevant—without losing what made him iconic?
Approach
LuminAura reimagined D Double E’s image for a new era. We introduced a sharp, tailored aesthetic—partnering with Savile Row’s Maurice Sedwell to elevate his style.
To launch the transformation, we cast him as a sharply dressed estate agent in the cult film Brash Young Turks—flipping expectations and expanding his on-screen presence. We also produced the theme music video, merging cinematic polish with his refreshed identity.
To spotlight emerging talent, we launched a nationwide competition for an up-and-coming artist to join him on the track—supported by a campaign video created with Urban Development.
The campaign gained cultural traction, with D Double E featured in Complex magazine and attending the red carpet premiere at the British Urban Film Festival.
Results
• Repositioned D Double E as a versatile, cross-media artist
• Sparked new brand and media opportunities
• Featured in Complex and at BUFF premiere
• Reasserted his presence at the forefront of UK grime