WE BROUGHT BETHNAL GREEN ROYALTY TO THE BRITS RED CARPET.
So… the S:E Creative Studio team and I were looking for an incredible second reporter for the BRITs 2025 red carpet.
We wanted someone that would set the cultural landscape on fire, who was charismatic, unique, well-known in the scene and brash enough to cause one…
Who else better than an 86 year old East End legend?
Grime Gran is the incredible Grandmother of Roony and Beau Keefe; Roony was the mastermind director behind early Grime scene DVDs such as ‘The Documentary’ and most famously, ‘Risky Roadz’, while Beau is a social media star himself.
These early/mid-2000s DVDs helped launch the visibility for some of the UK’s biggest artists today; Skepta, Ghetts, JME to name a few. Along the way, these artists would have a chitchat and build a relationship with none other than, Roony’s Grandmother. The rest is history.
we wanted grime gran to be at her best…
From her hilarious social media antics with Beau, to her Channel 4 series, and of course, THAT Burberry campaign, we wanted Grime Gran to be in her natural state; charming, witty, blunt but adorable.
Because who in their right mind would have an attitude after chatting with a hilarious Cockney Grandmother? Count Grime Gran as many things, but as a social activation, this was an incredible way to disarm the big names and faces in the room, humanising them all.
We’re used to seeing her inside of her now-legendary Bethnal Green living room… so we decided it was best, and most authentic to her content style, to make space for her on the red carpet and facilitate that feeling of being in your Grandmother’s house to the biggest night in British music.
What dID I do?
Creative consultation and pitching on the project throughout.
Direction for ideation, set production and scripting.
the results…
Over 5.5 million views on Grime Gran and Teddy Swims’ TikTok clip
Over 3.1 million views for all Grime Gran content on BRITs Instagram alone
Grime Gran’s personal Instagram following grew by 20K+
An HUGELY positive audience sentiment and response - Grime Gran and Ghetts’ clip was crowned ‘Clip of the Year’ in the comments by various industry tastemakers and pop culture figures
Talent participation: Myles Smith, Ghetts, FLO, Teddy Swims, GK Barry, Danny Dyer, Chase & Status, KSI, Jeremiah Asiamah