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Nike - ACG x Inter Milan
Nike - EC24 Footbal
Nike - PSG Triomphe
Nike - Vinicius Jr.
Nike - Erling Haaland
Nike - Marcus Rashford
Nike - StyleBy
Nike - ACG Chamonix
Passion Projects
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Nike - ACG x Inter Milan
Nike - EC24 Footbal
Nike - PSG Triomphe
Nike - Vinicius Jr.
Nike - Erling Haaland
Nike - Marcus Rashford
Nike - StyleBy
Nike - ACG Chamonix
Passion Projects
All Conditions Cup
FC Internazionale
Jan 2026
AmsterdamBerlin
Worked on narrative development for the All Conditions Cup merging football and outdoor performance, using a modular mountain pitch to create an unpredictable, high-impact moment that redefined expectations for brand launches.
Awaken Your Madness Brand Anthem
July 2024
Wieden + Kennedy
A brand anthem exploring the extreme psyche of elite athletes.
For the 2024 Euros, we explored the "madness" required to reach the top. From cryochambers to cow hearts, the narrative focused on the unfiltered, obsessive lengths athletes go to for brilliance. The campaign challenged consumers to embrace their own inner obsession, positioning Nike at the heart of the grit and sacrifice required to be the best.
For the 2024 Euros, we explored the "madness" required to reach the top. From cryochambers to cow hearts, the narrative focused on the unfiltered, obsessive lengths athletes go to for brilliance. The campaign challenged consumers to embrace their own inner obsession, positioning Nike at the heart of the grit and sacrifice required to be the best.
Champions League
Win Reactive
May 2025
Wieden + Kennedy
Birth Paris
Commemorating PSG’s first Champions League title.
After a season of doubt and change, PSG’s historic win called for a bold statement. Moving past the talk of "growing pains," the narrative celebrated the rise of a fearless new generation. Under the headline “TRIOMPHE,” the campaign silenced the critics and captured the soul of a new era for the club.
After a season of doubt and change, PSG’s historic win called for a bold statement. Moving past the talk of "growing pains," the narrative celebrated the rise of a fearless new generation. Under the headline “TRIOMPHE,” the campaign silenced the critics and captured the soul of a new era for the club.
The Best FIFA Award Reactive
Vinicius Junior
Dec 2024
Wieden + Kennedy
When Vini Jr. was named the world’s best, we marked the moment with a simple truth: his baile is unstoppable. Framing his dance not as provocation, but as an unapologetic expression of joy and brasileiragem, “Can’t Stop the Dance” became a defiant global message of winning on one's own terms. It remains a vital narrative stand for the brand and the athlete today.
Phantom GX
Player Edition
2002
Ultra, London
Launching the first Nike Phantom GX Player Edition for Erling Haaland.
Erling Haaland is a force of nature; beautiful to see, terrifying to feel. To launch his first signature boot, we used the North Sea as an analogy for his Norwegian roots and his inevitability in front of goal. The campaign juxtaposed raw, rising waves with clinical finishing, capturing the "devastating beauty" of the world’s greatest number 9.
Erling Haaland is a force of nature; beautiful to see, terrifying to feel. To launch his first signature boot, we used the North Sea as an analogy for his Norwegian roots and his inevitability in front of goal. The campaign juxtaposed raw, rising waves with clinical finishing, capturing the "devastating beauty" of the world’s greatest number 9.
Player Edition
Marcus Rashford
Oct 2024
Ultra, London
We built the narrative around a singular duality: an angel off the pitch, a devil on it. Shifting focus from his community work to his competitive fire, we created a full visual world across film, social, retail, and OOH. The storytelling extended into a first-of-its-kind partnership with EA Sports FC25, ensuring the collection’s "fire" resonated across both physical and digital sport.
Better Believe It.
Multiple Seasons
Jan 2024 - Jan 2025
Hypemakers, Shoot Europe, Convoy
Creating a style-led platform for Gen-Z women.
Style By was built as the go-to destination for the female consumer, bridging the gap between sport and daily life. Drawing inspiration from different cities across EMEA, the workstream turned seasonal narratives into sharp visual styling and storytelling. The result is a long-term platform that keeps the brand relevant and connected to her world, season after season.
Style By was built as the go-to destination for the female consumer, bridging the gap between sport and daily life. Drawing inspiration from different cities across EMEA, the workstream turned seasonal narratives into sharp visual styling and storytelling. The result is a long-term platform that keeps the brand relevant and connected to her world, season after season.
ACG Relaunch
Chamonix
Aug 2025
AmsterdamBerlin
We transformed the ACG (Sentier) store in Chamonix into a lived-in athlete basecamp, grounding the relaunch in authentic functional performance. This narrative and aesthetic direction was so successful it was adopted as the Global Retail Direction for all future ACG locations, setting the tone for the brand’s outdoor evolution.