Football
New Balance
Over 4 years I helped New Balance build their voice in football, going from outsider to serious player.
From global athlete films to kit launches, boot retail strategy to every level of product storytelling; our voice was smart, understated, and human.
‘How New Balance Cracked Soccer’ - The Athletic
Bukayo
Football films are too serious. Bukayo is too nice for serious.
The highlight of my work for New Balance was building the lore of the Little Chilli.
Director: Yoni Weisberg
Production: Chief
Raheem
Signing Raheem Sterling was a big deal. A player who'd faced relentless scrutiny, this was his response: actions, not words. For this film, entitled ‘Done Talking,’ we brought young people from Manchester onto the set, giving them real opportunities behind the camera.
The Face | High Snobiety | HypeBeast | Complex | Versus | Manchester Evening News | Daily Mail
Director: Harry George Hall
Production: The Gate
Sadio
Senegal were the best team to never win AFCON. We’d uncovered a quote Sadio had quietly made to French media: that he’d ‘trade it all’ — everything he’d ever won with Liverpool — to bring the trophy home for his people.
In the end, he didn’t have to give up any silverware. In his New Balance boots, he scored the winning penalty and Senegal went crazy.
Director: Charlie Watts
Production: Revolution
AS Roma
Rather than write another athlete film, we gave Romanisti the camera and let them tell us what their club means. Raw, unscripted — pure passion.
Director: Daniele Quadrelli
Production: Cheat
Headline Taker
A boot name strong enough to become the entire launch platform, with accompanying zine.
Cheers to the Mundial lads for taking it to the streets.
Production: Footballco
Clubs
We set a new standard in club kit photography, building sets in the heart of each city. I wrote the storytelling and headlines that brought it to life.
Art Director: Graham Cheal
Photographer: Madeleine Penfold
Agency: Ear to the Ground
Creative Director: John Parker
Strategy Director: Jack Ward
Senior Copywriter: Callum Tyler
Art Directors: Graham Cheal, Angelo Teixeira
+many, many others