The Woolmark Company, Eco Campaign
Concept, Writing, Art direction
By 2030, synthetic fabrics are projected to make up 73% of global clothing fiber production. A single polyester garment can remain in landfills, polluting beaches and damaging marine ecosystems for over 200 years. For The Woolmark Company’s Global AW24 campaign, our challenge was to highlight the long-lasting environmental harm caused by synthetic clothing without relying on the typical landfill imagery we've grown accustomed to seeing. Our solution was to visually represent the haunting, real-world impact of synthetic clothes by creating shell-like figures—a metaphor for the environmental footprint we leave behind. The campaign gained international recognition and was featured on platforms such as Design Boom, Creative Review, Campaign, and was chosen as Nowness’s “Film of the Day.” Directed by Studio Birthplace.
Puma, Fuel Your Fast
Concept, Writing, Art direction
Drawing on 23 years of PUMA Motorsport engineering insights, the new ULTRA 5 football boot is designed to generate immense energy and multidirectional speed, providing unparalleled traction. Our creative direction focused on merging the intensity of football with the high-octane energy of motorsport, resulting in a visual approach that elevated PUMA Football’s art direction to a new level. We developed a dynamic visual treatment that emphasizes extreme energy transfer. Using a heat-mapped blurring effect, we distorted and warped the players as if their speed was tearing off of them. This direction highlights the power and precision of the ULTRA 5 boot, pushing PUMA Football into a fresh, bold visual space. Directed and photograhed by Gabriel Boyer.
EA Sports, Fifa Ultimate Team
Concept, Writing, Art direction
For the 14th and final anniversary of FIFA Ultimate Team, EA SPORTS wanted to celebrate with its most dedicated players—the ones who’ve spent years building their dream teams and know the game inside out. Our challenge was to create something that really spoke to this passionate community. The solution? A "secret tape" of an undercover birthday party at a hidden location, packed with top-secret Easter eggs. It was full of exclusive, insider nods that rewarded long-time players, tapping into their deep connection with the game and giving a fitting, fun send-off to FIFA Ultimate Team. Directed by Harry Cauty.
neuú Skincare,Rebrand
Concept, Art direction
A complete rebrand for neuú Skincare, a natural skincare line rooted in years of scientific research into the healing properties of Atlantic Irish seaweed. Known for its restorative benefits, especially for dry and damaged skin, this seaweed is the foundation of the brand's product line. The rebrand focused on highlighting neuú‘s commitment to sustainability and its mission to harness the power of nature through science. The result is new compostable packaging, featuring a calming color palette and minimal typography that reflects both the brand's natural roots and the serious scientific research behind its formulations.
Logitech, Pop Icon
Concept, Writing, Art directionThere’s nothing cooler than a keyboard. Logitech needed a fresh campaign to launch their vibrant new Pop Icon Keys, so we introduced a bold, colorful look that brought a whole new energy to the traditional workplace. Directed and photographed by Oscar J Ryan, the campaign reimagined the keyboard as a style icon, transforming the everyday office into a vibrant, dynamic space. This launch celebrated self-expression and creativity, perfectly aligning with Logitech’s mission to bring personality to productivity.
Citizen M, Citizens of the Bowery
Creative production
To mark the grand opening of their new Lower East Side location, Citizen M wanted to celebrate the vibrant community surrounding their hotel. Embracing the spirit of the neighborhood, we cast, photographed, and interviewed 40 local residents. Each individual’s story and portrait were then prominently displayed on the multistory hotel façade, creating a dynamic and engaging exhibition that reflects the diverse character and unique stories of the Bowery. This initiative not only honors the local community but also invites visitors to connect with the heart and soul of the area from the moment they arrive. Directed and photograhed by Christelle de Castro.
L’Officiel USA
Editorial Design
Editorial Design for the September issue of Official USA, photographed by Christelle de Castro.
Kellogg’s, PopTarts TV
Concept, Writing, Art direction
Remember Saturday morning cartoons? Remember Pop-Tarts? After years off the air, Kellogg’s challenged us to bring Pop-Tarts back with fresh creative and a playful new brand voice. The result was PopTarts TV, a vibrant cartoon series inspired by nostalgic morning television. In collaboration with Strange Beast, we brought this concept to life, reintroducing PopTarts to both new and nostalgic audiences.
EA Games, Ultimate Soundtrack
Concept, Writing, Art directionFor the final EA FIFA launch, we wanted to celebrate not only the game but also the legendary soundtracks that have become an iconic part of its legacy. To honor these decades of unforgettable music, we partnered with Yung Filly and Julie Adenuga to launch a fan-led campaign that would settle the score once and for all: determining the ultimate FIFA soundtrack. Through social media polls, fan engagement, and live commentary from Yung Filly and Julie, we invited players and music lovers alike to vote for their favorite tracks. This interactive campaign gave fans the power to crown the best FIFA songs of all time, creating an unforgettable send-off that celebrated the beats, artists, and anthems that defined a generation of FIFA players.
McDonald’s, Breakfast Done Properly
Concept, Writing, Art directionWe launched a fresh creative platform for McDonald's iconic breakfast, bringing new energy and focus to the most important meal of the day. Partnering with director Georgie Banks-Davies, we created an uplifting launch film that celebrates breakfast as the best part of your day. The film captures relatable, feel-good moments that highlight the comfort and satisfaction of a proper breakfast, positioning McDonald's as the ultimate morning pick-me-up.