CONVERSE X LFC
CONCEPT, CREATIVE DIRECTION, COPYWRITING
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PIECING TOGETHER THE FABRIC OF FANDOM
To launch the partnership between Liverpool FC and Converse, I wanted to platform the club’s community, flipping the narrative of the traditional fan-player dynamic, allowing fans to take centre stage and casting premier league players as their supporters.
LFC has a hyper-global fandom that is connected by creativity, this fabric of fandom became the concept and visual world for their partnership and launch campaign.
Every part was deeply researched, to ensure fan-mania at launch. The campaign wove together untraditional corners of modern fandom, with patch-worked imagery, interviews, creative collaborations with fans and murals across Liverpool.
SPECIAL PROJECTS
A few recent projects, shown in more detail >:)
TOPICALS
CREATIVE DIRECTION, BRANDING, CASTING, EVENT
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LET’S MEET IRL :0
Flare-up-focussed skincare brand Topicals had built a cute, loyal, online friendship with the UK but they had yet to meet IRL, this bestie connection and long awaited landing became the concept behind their launch.
This bri-ish bestie meet-up was brought to life through a campaign shoot, with the ever-important prioritisation of representation in every aspect of production. Staring IRL best friends, wearing fresh, independent UK brands and an entire crew who represented the best of the new, UK creative scene.
Following the shoot, came an intimate dinner party event hosted by the founder Olamide Olowe with a guest list of new gen cuties.
Flowers, music, pix and party bags spot-lit British Q/POC stars
ON RUNNING
CONCEPT, CASTING, CREATIVE DIRECTION
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THE MYTH OF ESCAPISM MEETS A GENERATION WHO CAN’T KEEP STILL
ILLAMASQUA
CONCEPT, CASTING, CREATIVE DIRECTION
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SUN SOAKED QUEER SUMMER CAMP
Illamasqua wanted a *product-free* video campaign during pride month, everything beyond that was free reign.
I concepted a sun-soaked series of vignettes, letting talent take centre stage in their own colourful and personal utopias. These flowed from one to the next but emphasised the important differences in each story.
With poetry contributions, meaningful locations and boundless queer energy from cast, to crew and music team, we worked together to tell beautiful stories with niche and intersecting differences.
FOR THEM
IDEATION, CREATIVE DIRECTION, COPYWRITING
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PLAY IS PROTEST
Gender expansive wellness platform For Them, wanted support to creatively develop new areas of their brand and app, merging their current identity with new features and amplify energy in their community.
I concepted a cohesively-chaotic visual playground, with dozens of ways for their audience to interact, shop and speak for themselves.
The concept was grounded by an PARTY/PEACE vibe switch mentality. Acknowledging the way our situations/ queerness/ identities can ebb and flow.
When ‘Party’ is activated, the For Them space would feel louder, colourful, more sociable and more interactive, such as a graffiti wall and interactive stickers. When set to ‘Peace’, the features were more reflective, thoughtful and minimal, with private journalling features and chill playlists.
DRAG CAMPAIGN COPYWRITING
In response to the 2023 drag censorship legislations across the USA, For Them created an out of home campaign to appear across New York, LA and London underground stations.
My responsibility was to communicate and inspire loudly, the important need for resilience in the face of censorship.
This included copywriting the out of home campaign as well as writing a manifesto that For Them could host on their platform.
