We define how brands are seen and artists are felt.
London based production company and performance marketing engine. We make the work and make it move.
We make the work, and we make it perform. Take one. Take both.
Selected work
All projects →
Films we shot. Campaigns we ran.
Most agencies split in two, they either make the work or they buy the media. We do both.
We lead projects across creative direction, cinematography, editing, and colour to create work that feels considered, distinctive, and culturally sharp.
We don’t decorate brands. We define how they are seen.
Setting the idea and the visual language before anything is shot, so every asset that follows holds together.
The hero film at the centre of a launch, tour or release, plus the cutdowns it needs to travel.
Lensing, lighting and camera. How the film is shot, and why it looks the way it does.
Shaping the material into its final rhythm and structure, including versions built for each platform.
The final grade. Where the mood is set and the whole campaign is brought to one consistent look.
Assets built specifically to run as paid media, tested and iterated against what the numbers show.
Let’s build something visual that lasts.
Start a projectWe don’t guess what converts. We test until we know.
We partner with brands and artists to turn strong creative assets into measurable growth.
Not by chasing trends but by building systems that connect story, distribution, and results.
We don’t separate creative and performance. They inform each other.
Chosen case studies
Lakna’s campaign focused on building a stronger listener base across multiple releases while expanding her reach beyond core markets. The objective was to turn paid media into a tool for both discovery and retention, helping the music travel further while building a more engaged audience around the project.
We developed a conversion-led campaign structure across key releases, including Sans Écrans and Refresh and Restart, combining territory segmentation, audience testing, and creative variation. The strategy focused on reaching high-intent listeners in core French-speaking markets while also opening up growth in adjacent territories. Campaigns were built to drive consistent discovery, stronger engagement, and repeat listening behaviour rather than short-term spikes.
Miss C-LINE’s campaign was designed to build a strong base of engaged listeners while supporting her broader positioning as a rising international artist. The goal was to create a campaign that strengthened both streaming performance and cultural visibility around the project.
We ran a conversion-led release strategy built around audience growth, creative testing, and territory expansion. Campaigns were structured to drive high-intent listening behaviour, increase saves and repeat streams, and strengthen algorithmic momentum. Alongside the paid media work, the campaign supported wider artist growth by helping build visibility beyond the release itself.
The campaign supported broader momentum around the artist, contributing to coverage in ELLE Suisse, recognition around the Swiss Music Awards, and international audience growth that supported a Mexico tour.
For Joss Stone, the objective was to reactivate her audience, expand social reach, and bring new attention to the project ahead of her 20 Years of Soul tour in February 2023. The campaign focused on reconnecting an established artist with both existing and new audiences through platform-specific growth strategy and creative content distribution.
We built the campaign around audience reactivation, social growth across key platforms, increasing engagement and reach across Joss’ channels, and creative content strategy designed to support visibility ahead of the tour. The focus was on using paid and creative strategy together to reignite momentum in a way that felt aligned with an established artist’s audience.
In March 2023 alone: +55k new Instagram followers, Joss’ highest socials growth rate of all time, and +3M organic views on her best-performing post to date, achieved through creative content strategy.
Full performance marketing built to grow his audience and open new territories. Our strongest month hit 20k streams.
Ongoing content strategy: weekly sessions, ideas boards and full content audits.
Distribution and fan-data partnerships, alongside a performance marketing partnership.
Creative direction and performance marketing, plus connecting the project to real world activations.
A full performance marketing campaign around the album.
“Hiring good over evil as our sub brand Before Colour’ Creative Director has been the best decision weve made when it comes to brand and creative development”
Ed, Crayon Artel“Over the years its been an absolute pleasure working with good over evil and the team, my clients are always met with such dedicated service and have grown so much since working with the company.”
Liza Mazur Mgmt“Working with Good Over Evil has been a genuinely valuable part of my growth. Their approach is thoughtful, dedicated and deeply supportive, and throughout the process I’ve felt both creatively understood and strategically guided. The level of care they bring is rare.”
MISS C-LINEWe work best with:
We work best in long-term partnerships, where creative and performance are built to compound.