Adidas brought me in to concept and lead a London-specific execution of their global World Cup campaign. I developed the creative direction, sourced talent, original music, and directed the full piece, delivering a 360 rollout from strategy to screen.

The campaign lived across in-store activations, digital, and exclusive Adidas events — featuring visuals and talent that reflected London’s real football culture. Just the city, as it is. All led by me, end to end.

Role: Creative Director / Director / Exec Prod