Senior Sport Creative
From directing TV ads with my childhood hero Zizou, to interviewing Patrice Evra in the bath for Instagram, I’m happiest when combining my main passions of sport and creativity.
From crafting big-budget campaigns for global brands in sport, to scrappy Sunday league shoots on a shoe-string budget, not matter the project I always bring the same energy and care to every project.
My passion is finding the big idea and then crafting all the details from talent and art direction to copy, collaborations, design and post production with other talented creative specialities.
Project 01
Wingmen / Instagram
This was one of my favourite projects to date. Instagram wanted to create a show featuring best friends Trent Alexander-Arnold and Andy Robertson at the peak of their careers and Wingmen was born.
Brought in as a freelance Creative Director, I developed the original show concept, wrote the scripts, and mapped out the series structure. I then directed the two-day shoot, working closely with the production team to shape six episodes, which were released on the players’ own channels.
The response was brilliant not just from Liverpool fans, but from football audiences everywhere. The series picked up multiple awards and was commissioned for two more seasons.
Project 02
FIFA
I've worked with FIFA for several years, helping to ideate and produce social content rooted in strong storytelling, designed to engage audiences for the major tournaments. From the 2022 World Cup and the 2023 Women’s World Cup to the upcoming Club World Cup in 2025 and the build-up to 2026 in the U.S., I’ve contributed across a wide spectrum of creative outputs including brand design, illustration, long-form interviews, bespoke animation, special effects, podcasts, and AI-driven content.
This partnership has been incredibly creatively fulfilling, thanks to FIFA’s global reach, unique access, and a forward-thinking approach to experimentation across their channels and campaigns.
Project 03
Scuderia Ferrari
For the past 4 years I have worked with the Scuderia Ferrari team to help build their social audience and develop a design look and feel for all of their digital communications. We have crafted season campaigns, photoshoots, social content ideas for the drivers as well as launch content to introduce Lewis Hamilton to the team.
Nike Powerhouse
Project 04
The Nike Powerhouse program was designed to accelerate the development of qualified female football coaches.
I collaborated closely with the program’s founders and the Nike team to develop and direct the hero film below created to raise awareness and excitement around this inspiring opportunity for young women. In addition to the hero film, we produced a suite of social assets and promotional content to generate excitement and drive engagement for the upcoming season.
Celsius
Project 05
Celsius is on a mission to take on Red Bull in the energy drink market, and I had the opportunity to contribute to some of their most high-profile athlete partnerships bringing the brand to life within the F1 scene and the UK market.
I led the development of the original creative concepts, handled art direction, and managed all aspects of planning and talent direction across the shoots. We developed social hype films ahead of big races and games as well as an out of home campaign to launch Celsius in the UK.
Project 06
NBA Europe
We worked alongside NBA Europe to help develop creative content across all of their markets, focusing on the NBA stars not from the USA to build the audience. This included a campaign for a special game hosted in Paris as part of the NBA World Tour.
Project 08
England Football
The nation needs more football coaches and the EE playmaker course is a free entry level qualification to start you on your coaching journey. This film was part of a series we did with local clubs around the UK with the coaches who had completed the course.
I directed the film and creatively oversaw all of the post production. This was a very enjoyable project to be a part of and we are hoping to create more in this series next year as part of The FA’s plan to increase coaching numbers in 2026.
For the 10th anniversary of Stonewall’s Rainbow Laces campaign, England Football wanted to take a new approach. I had noticed how major football clubs were increasingly tied to gambling and other problematic sponsorships, so I came up with a campaign that flipped that script giving grassroots teams the opportunity to donate their sponsorship space to a good cause.
In addition to sending out Rainbow Laces, we produced and distributed thousands of vinyl patches for teams to apply to their kits for the remainder of the season. The response was incredible: we received a huge number of stories from clubs proudly showcasing their new sponsor, all in support of making football a more inclusive and welcoming space. I directed all of the content across the campaign including the shoot with Caversham FC featured here.
Project 09
Heineken
Jose is not happy.
Too many friends are making excuses to miss watching the UEFA Champions League together.
Whilst he was out of the job (pre United) he was on a mission to call out excuses around the world. I helped come up with the original idea and scripted the TV ad shot by Guy Ritchie. We also filmed a bank of reaction content for social platforms to call out the worst excuses.
Project 10
The EE Wembley Cup
A few years ago, I had the opportunity to lead the EE partnership activation with Wembley Stadium. The goal was to connect with a younger audience through a groundbreaking YouTube series. I developed the concept for the Wembley Cup, a unique competition where YouTube creators faced off on the iconic Wembley pitch.
Working closely with these creators, we built momentum through a series of episodes documenting team selection, training, and behind-the-scenes moments, all leading up to the live final.
The Wembley Cup went on to run for five successful seasons, becoming EE’s most engaging campaign ever. It was the first YouTube creator tournament to be played in front of a live audience at Wembley and helped pioneer the trend of influencer-led online football competitions.
Project 11
Fake Running
Ai will never replace live sport.
And as a creative nothing will beat being on a live shoot and crafting something the human way.
There is an awfulamount of Ai content on the internet, but these tools can be used for good if you have a clear goal and vision instead of random a approach.The creative process can be accelerated by visually imagining the work you want to create before filming it for real.
This fake running brand was created with Midjourney, Google VEO 3, ChatGPT & ElevenLabs
Project 12
The FA / Google Pixel
There are a lot of rules around player usage with clubs sometimes giving 15 minute windows to capture branded content. I wanted to do something different with the players that actually gave them some freedom to have fun on what are normally quite low energy sets.
This fun piece for Google was successful as the players fully engaged with the challenge and we got way more content and time out of them than normally allowed.