I helped define the brand voice for Nike’s Play New campaign—crafting a narrative that reimagined sport as an act of courage, not just competition. Leading creative direction across scripting, messaging, and shoot, I ensured that every touchpoint reinforced the idea that sport isn’t about perfection—it’s about showing up. This campaign didn’t just launch—it challenged cultural perceptions of failure, turning it into a badge of progress.

View the films/work here:

New Disruptors: Sabrina Ionecscu

New Icons: Dina Asher-Smith