Creation of a cohesive visual toolkit for Nike’s promotional campaigns which take place throughout the year on a global scale. It needed to be flexible and premium — a design system reflecting their newly elevated global direction which would be instantly recognisable across all physical and digital touchpoints.

Role: Design Lead / Art Director

A docu-style short film which centres on three football obsessives from three football-crazy countries, dialling up the global nature of this football fanaticism. Their collections are backdrops to naturalistically include a huge range of products available in the FIFA Store. As we jump from location to location, we follow a story which concludes that there’s no shame in loving the game.

Role: Creative Lead

Identity and toolkit for Arsenal’s 2024 pre-season USA Tour. The toolkit contained a full visual strategy for photography styling and typographic principles in key visuals, from socials to merchandise and supporter giveaways at events — as well as bespoke animations for the largest stadium screen in the world at the SoFi stadium, LA.

Role: Design Lead / Art Director

Graphic treatment and system for Converse SU24 Festival Style. Celebrating the unifying spirit of music, the boundless energy and collectivity that it brings. The Rule Summer campaign creates a space where labels are set-aside and uniqueness, creativity, emotion and cultures unite.

Role: Design Lead / Motion Design

Identity for the England FC ‘22 World Cup training camp. Delving into the Nike archives to find iconic copy lines which would read like mantras — inspiring the players to dig deep and dream big. Oversized typography was infused with the energy of fan flags and Nike’s unmistakable design language, surrounding the players with support at every turn.

Role: Design Lead

Concept and visual direction for Arsenal Membership, 2024/2025 season. Capturing supporters outside Emirates Stadium before a league game versus Aston Villa, the campaign is a family portrait depicting the diverse and authentic array of committed supporters and players making up the club.

Role: Design Lead / Art Director
Photographer: Seb Barros 

Converse needed to launch the latest iteration of their iconic One Star Black with a fresh and experimental campaign that highlighted European artists who embodied the subversive soul of their city. The campaign needed to feel like a clash of visual mediums, fusing the raw grit of the street with the unexpected beauty of low-fi digital imaging.

Role: Design Lead

Design direction for Nike Dunk promotional film. With a focus on Nike Dunk’s eccentric heritage; the typographic and motion treatments bring to life the character rich campaign stills.

Role: Design Lead
Campaign Assets by Mox London 

Microsite design to create excitement in the run-up to Nike’s Member Days. Users could get a sneak peek at the drops coming their way throughout the week and get notified the moment their selected products landed in the Member Shop. For this edition of Member Days, Nike wanted help side-stepping some of the physical restrictions of their site and App build to deliver a richer experience to users.

Role: Design Lead