Nike x Patta - Waves Not Cycles

This campaign was designed to show that the collaboration is a thematic reference to the cultural shifts and enduring influence that Patta has had on its greater community and industry. In this four-part film we follow siblings Abdul and Carista as they ride the ever-changing seas of life. The opening chapter represents the future generation. A teenager, Abdul feels trapped and wants to break free from the cycle of his life. The boy is learning who he is, in life and work, independently of his parents expectations for the environment he is in.

Produced 4 short films and stills in collaboration with talent such as Ozwald Boeteng, rappers Skepta and Little Simz, and Olympian Mo Farah. The films on YouTube reached 1.5m views as well as national audiences on Channel 4 where the films were premiered.

National Centre of Domestic Violence

‘The Not So Beautiful Game’ – supporting the National Centre for Domestic Violence to reveal the uncomfortable truth between World Cup football and domestic violence. My work hijacked football culture, subverting the behaviour of fans adorning their bodies with their teams’ national flag by reimagining these flags in the form of realistic wounds and bruises across victims’ flesh. Interrupting the football debate, we provoked much-needed conversations around domestic violence and how to seek life-saving help.

This campaign achieved a 1250%+ increase in social awareness and a 19.6% increase in calls for help. It went on to receive a Cannes Gold Lion for Sport Excellence, a Cannes Glass Lion 2019 shortlist ‘Award for change’, and an Epica Gold Award for ‘Best World Cup Advert’

The imagery produced for the campaign was adopted by several organisations (Fifa, Huffington Post) to represent sports-related abuse

In 2021 I produced a second campaign, ‘The Big Cover Up’, utilising billboards, digital boards, and bus stops across the UK to show how domestic violence is often hidden and never reported.

Educating the Children

Educating the Children is a charity set up to help support and improve the lives of girls and women in East Africa.
I began working with the organisation to help document the amazing work they do. This included visiting their project in, Sekenani Masai Mara, Narok county Kenya, visiting the boarding school they’d built (the first of it’s kind in the area). I spent a number of weeks collecting content, a mixture of stills and video to best show the impact they’ve had on the young womens lives, as well as their families and the local community. With the footage I produced a series of pieces showcasing their work and impact. 

My involvement then moved towards rebranding the charity, with a visual identity and website to eventually managing their social media and how they approached their fund raising campaigns. I looked after teams in Uganda to produce pieces for their “Code Queen” programme which aimed to get women work ready, teaching coding and soft skills to help them achieve higher levels of employment in the IT sector.

My work with ETC helped secure a feature on BBC News, leading to an 80%
increase in visibility on social media as well as a significant increase in repeat donors.

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