As Creative Director on Nike’s global Play New campaign, I helped shape the brand’s evolving narrative—reframing sport not as competition, but as the courage to try, fail, and keep showing up. I led creative direction across scripting, messaging, and shoot execution, partnering with brand, strategy, and production to ensure every frame embodied a simple but radical idea: progress comes from play, not perfection.

This wasn’t just a campaign launch—it was a cultural shift. By challenging conventional ideas of failure, Play New transformed missed shots into moments of pride, and made vulnerability part of the Nike ethos.

View the films/work here:

New Disruptors: Sabrina Ionecscu

New Icons: Dina Asher-Smith