For October 2023 JD SPORTS & Air Jordan collaborated with Studio UJ to launch a project celebrating  and uplifting voices in the black community.  

For the first part of this collaboration, we shot a campaign with Jessy & Strandz talking about their views on community, friendship, where they grew up, their personal style and sports culture

02.   Clarks, Then, Now, Always FW20

We took Clarks back to its roots in Somerset for their "THEN. NOW. ALWAYS." FW20 Campaign.

Hosting 12 creative leaders in nature, we cooked together, shared ideas, jammed and made art, creating a campaign that celebrated genuine connection and community.
We directed, casted, photographed and produced this  campaign featured across digital with in-store display activations and billboards worldwide.

03.    Air Jordan x JD SPORTS 2021

Launched a 360 activation around Air Jordan’s DNA campaign, a co-partnership between Jordan and JD Sports featuring Pa Salieu.

We travelled to Pa’s hometown Coventry and directed a video with some of his family and friends including his brother Tamsir, who works at the Positive Youth Foundation (PYF) where Pa first started recording music.

The launch included an outreach component; we partnered with Pa Salieu’s local community sports centre and former communal recreational hotspot in Coventry, to support the next generation by providing merchandise sports gear to further them in their pursuits.

04.    CRACK MAGAZINE, 2018 -present

Founded in Bristol in the UK in 2009, Crack Magazine is a monthly independent music and culture magazine distributed across Europe and in selected stores worldwide.

I’ve been leading the shoots & creative for over 4 years for the monthly magazine and later the bi-annual ‘Collections’, building a global network of creative teams.
I work closely with the in-house strategy team on several commercial activation projects and branded content for various fashion and lifestyle clients.

Clients include Diesel, Nike, Adidas, Gucci, Fred Perry, NAPAPIJRI and Weekday