Glide Little Labyrinths Glide is the debut solo record of Luke Saunders. Recorded live at Paddington Uniting Church with a string quartet composed by Novak Manojlovic (GODTET), the project was simultaneously performed and captured in front of a 200-person audience.
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>1.5 MILLION IMPRESSIONS
+1,430%
FOLLOWERS
Objective:
To generate an engaging, high-conversion Instagram campaign to public hype around the album recording event to push ticket sales and generate income for Luke Saunders, and post-recording to generate excitement for the album release, build engaged global communities and therefore drive album streams and vinyl sales.
My Role:
I created the social media strategy and ran campaigns both pre-event and pre-album release. As the art director for the project, I also recorded, photographed, created and released all social media marketing material prior to release. Since rollout, I have continually served as a creative consultant to Luke Saunders for his social media growth and engagement strategy.
Execution:
As the album focused on vulnurability, grief and lyricism, and was recorded live for 2 nights, there was a sense of ephemerality and intimacy for this project. We created extensive interviews, short form content focusing on the band members, the stories behind the tracks, behind-the-scenes of the writing and rehearsal process, and a large quantity of designed print :material which supported the album recording.
Post-event, Luke created the ‘'Lighthouse Project,’ named after the lead single of the record. This featured Luke writing free, unique personalised poems for strangers on Instagram, and archiving these into an interactive website. The album and the songs were then announced as the poetry Luke wanted to share in return.
Outcomes:
Instagram Follower Growth: +1,430% (1.6k to 24.5k followers)
Overall Impressions: 1.5 million (as of 25 Oct 2026)