NEW YORK, USA // A world-class creative marketing expert, Umut Özaydinli is the founder and managing director of Deviant Ventures.
Deviant is a top agency specializing in using music as an integral part of marketing, from creative strategy to sonic branding, from film production to deal-making for global brands.
One of the most innovative and successful music and entertainment marketing alchemists in the industry, Umut has spent the last seventeen years combining music, film, technology, and popular culture to create extraordinary global campaigns for international brands and has won several awards for his work.
Since the beginning of his career, the Fast Company-christened “wild Turk” has applied his unique branding skills to beverage giant Coca-Cola and myriad other brands, including Bacardi, Nestea, MTV, and Avon.
As Coca-Cola’s Global Head of Music and as head of Deviant Ventures, he has traveled the globe to conceive and orchestrate some of the most successful 360 branding campaigns. In addition, he has created the music campaigns for global events, such as the World Cup, the Olympics, Eurocup, and more. Moreover, he has created and produced the global audio logos for brands, including Coca-Cola, Avon, and Nestea.
As one of the architects of Coca-Cola’s 2010 FIFA World Cup campaign, featuring “Wavin’ Flag” by K’naan, Umut brought to life one of the biggest branding events in the soft drink’s history. Reaching 150 countries and delivering 100 million views on YouTube, the single made number one in over nineteen countries. Incorporating the company’s audio signature into K’naan’s song, Umut was instrumental in the tune’s translation into over twenty languages. “Taste the Feeling,” the recent hit single with Avicii, is one of the most popular videos on Coke’s YouTube channel.
Umut has also produced and co-directed documentaries, music videos, and brand-inspired films, including 2016’s Clio-winning iRise (for McDonald’s and Coke), starring Grammy-nominated Andra Day.
His documentary profiling David Guetta, the world’s most famous D.J., topped the iTunes charts the week it was released internationally. The film received television broadcasts in over ten countries and included in-depth interviews with will.i.am, Snoop Dogg, Ludacris, Usher, Fatboy Slim, and many others. In 2016, Umut also developed the creative idea for the wildly popular “Carpool Karaoke” integration (for CBS, McDonald’s, and Coke), featuring James Corden and Selena Gomez. The event generated over 42 million views and 128 media articles. In 2015, Deviant Ventures took over Coke’s legendary Times Square sign, enlisting well-known street artist, Mr. Brainwash.
As a creative director, Umut has produced chart-topping songs for many high-profile global campaigns, including multiple World Cup events, the Olympics, Christmas programs, and the 100-year anniversary of Coca-Cola’s iconic bottle.
He also secured licenses from legendary musicians, such as David Bowie, Queen, and Elvis Presley, to be used in worldwide campaigns.
Umut has created numerous international entertainment properties during his career, including founding “Rock ‘n Coke,” with Turkey’s biggest open-air music festival. The festival celebrated its 10th anniversary in 2013. Vietnam had its first music festival in 2011.