Project 01

Wingmen

This was one of my favourite projects to date. Instagram wanted to create a show featuring best friends Trent Alexander-Arnold and Andy Robertson at the peak of their careers — and Wingmen was born.

Brought in as a freelance Creative Director, I developed the original show concept, wrote the scripts, and mapped out the series structure. I then directed the two-day shoot, working closely with the production team to shape six episodes, which were released on the players’ own channels.

The response was brilliant — not just from Liverpool fans, but from football audiences everywhere. The series picked up multiple awards and was commissioned for two more seasons.

Project 02

Rainbow Laces

For the 10th anniversary of Stonewall’s Rainbow Laces campaign, England Football wanted to take a new approach. I had noticed how major football clubs were increasingly tied to gambling and other problematic sponsorships, so I came up with a campaign that flipped that script — giving grassroots teams the opportunity to donate their sponsorship space to a good cause.

In addition to sending out Rainbow Laces, we produced and distributed thousands of vinyl patches for teams to apply to their kits for the remainder of the season. The response was incredible: we received a huge number of stories from clubs proudly showcasing their new sponsor, all in support of making football a more inclusive and welcoming space. I directed all of the content across the campaign including the shoot with Caversham FC featured here.

Celsius

Celsius is on a mission to take on Red Bull in the energy drink market, and I had the opportunity to contribute to some of their most high-profile athlete partnerships—bringing the brand to life within the F1 scene and the UK market.

I led the development of the original creative concepts, handled art direction, and managed all aspects of planning and talent direction across the shoots. We developed social hype films ahead of big races and games as well as an out of home campaign to launch Celsius in the UK.

Project 04

Project 05

EE - Wembley Cup

A few years ago, I had the opportunity to lead the EE partnership activation with Wembley Stadium. The goal was to connect with a younger audience through a groundbreaking YouTube series. I developed the concept for the Wembley Cup—a unique competition where YouTube creators faced off on the iconic Wembley pitch.

Working closely with these creators, we built momentum through a series of episodes documenting team selection, training, and behind-the-scenes moments, all leading up to the live final.

The Wembley Cup went on to run for five successful seasons, becoming EE’s most engaging campaign ever. It was the first YouTube creator tournament to be played in front of a live audience at Wembley and helped pioneer the trend of influencer-led online football competitions.