From Africa To The Arsenal
As a lifelong Arsenal fan, the club has always been more than just football to me—it’s a part of my identity. Growing up in North ...
ELEVATE > LEGACY
Converse’s mission was clear: to create authentic narratives that resonate deeply and leave a lasting impact on culture. When I was invited to step in as Creative ...
WEST SEOUL x EAST LONDON
This was a project that truly embodied the universal language of football—a global collaboration that brought together New Balance, East London’s Baiteze Squad, and South ...
GRASSROOTS ACADEMY
The Samsung Grassroots Academy was a project close to my heart—a chance to truly make an impact on football by merging creativity, technology, and community. Partnering with our ...
WEST LONDON'S FINEST
West London’s Central Cee has emerged as one of the most influential voices in the new wave of UK rap, his meteoric ascent redefining what it means ...
Reinventing Education For Future Athletes
Football’s youth academies are some of the most sophisticated talent systems in the world — but when it comes to preparing players for life off ...
WHERE'S MY CARMEX?
The collaboration between Carmex and Baiteze Squad was a testament to the power of creativity and unconventional thinking. Zero Formation, the team behind this campaign, transformed what ...
GUCCI
For the launch of Gucci’s latest timepiece, we wanted to break away from traditional luxury narratives and craft something refreshingly bold and original. That’s why we turned to Keyah ...
CREATOR DOCK
The launch of adidas’ Team Mode boot pack and the hosting of the Tango League finals marked a true milestone in UK football culture—an event that captured the ...
UNKNOWN T
Unknown T, one of the UK’s most prominent talents from East London, stepped into the spotlight in a way that redefined boundaries—draped in Louis Vuitton, he embodied ...
FOOTBALL REVOLUTION
Baiteze Squad, started as a humble Sunday League team in East London, a makeshift group of players brought together by passion and a shared love for the game. ...
PREMIER LEAGUE CHAMPIONS
In collaboration with New Balance Football, two of the UK’s biggest YouTube teams came together for a unique project at Liverpool FC, creating something that felt fresh, ...
BURNA BOY
Shooting Burna Boy, the African Giant himself, was nothing short of iconic. This was more than just a photoshoot—it was a celebration of cultural influence and artistic excellence. ...
FOOTBALL MILESTONE
Creating the world’s first signature boots for a Sunday League team was a project that pushed boundaries and redefined what grassroots football could achieve. As creative director for ...
ACW
The launch of A-COLD-WALL*’s Autumn/Winter collection, we knew this wasn’t just about fashion—it was about honouring Samuel Ross’s vision and the brand’s roots. A-COLD-WALL* has always stood out for ...
MIDDLE EASTERN LUXURY
Rebranding Madiyah Al Sharqi was a project that I approached with immense pride and responsibility. As a member of the royal family of Fujairah, Madiyah’s legacy carried ...
GROUNDBREAKING PARTNERSHIPS
When the opportunity arose to connect culture, football, and chicken wings, we knew it had to be something bold, authentic, and completely unconventional. That’s exactly what happened when ...
FREEDOM TO BELIEVE
Freedom to Believe brought together one of Birmingham’s finest, M1llionz, and the iconic British fashion house Burberry for an unforgettable celebration of their Autumn/Winter collection. In collaboration ...
WE'RE GOING TO MOROCCO
We’re Going To Morocco started as a sideline chant, a spirited anthem that encapsulated the energy, banter, and infectious football culture of Baiteze FC. What began ...
REMA vs. THE WORLD
REMA vs. The World was an opportunity to push creative boundaries for Nigerian music sensation Rema’s cover feature with Crack Magazine. The concept centred on blending ...
GRASSROOTS x PREMIER LEAGUE
An original format Instagram show with Premier League stars, adidas, Sports Direct and presenters from Baiteze Squad.
An adidas activation with an Instagram show exclusive. Join Baiteze’s ...
BRITISH HERITAGE
Globe-Trotter, one of the world’s most coveted British luxury luggage brands, embodies timeless elegance and craftsmanship. Capturing the essence of this iconic brand was an opportunity to delve ...
FIGHTING INEQUALITY
A new generation of grassroots creators and collectives are carving out spaces to speak their own truths, changing the landscape and empowering the voices of the future.
Fighting Inequality ...
BAKAR x TELFAR GLOBAL
The collaboration between Bakar and New York fashion house Telfar Global was a perfect fusion of music and fashion—two creative worlds coming together to make a ...
BLACK BRITISH CULTURE
The Baiteze Challenge Series is a celebration of high-energy entertainment, football, and comedy, set against the vibrant backdrop of Black British culture. From football challenges and fast-paced ...
UK RAP REVIVAL
Celebrating Ivorian Doll as part of Crack Magazine’s UK Rap cover story was a chance to spotlight one of East London’s most exciting rising talents. The creative ...
JORJA SMITH
Creating the music video for Jorja Smith’s 2021 single Time was an opportunity to translate her soulful sound into a powerful visual narrative. The challenge was to craft ...
COMMUNITY REDEFINED
A longterm collaboration between New Balance and our in-house grassroots football culture brand, Baiteze Squad. With a laser focus on authenticity, the partnership has gone from strength to ...
ART BRINGS ACCESS GRANTS ASCENDENCE
ABAGA VELLI is more than just a design brand—it’s a community, a collective of creative minds united by a shared ambition to push boundaries and ...
THEN. NOW. ALWAYS.
Then. Now. Always. was a journey that took Clarks back to its roots in the picturesque landscapes of Somerset, UK—a place that has been central to the ...
BUILDING BRANDS
A handpicked selection of branding & identity, providing brand consultancy from ideation right through to presentation and launch.
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ABAGA for Skepta & Colors
Working with North London’s Skepta for his Colors performance of No Sleep was an opportunity to merge music and fashion in a way that felt ...
ENGLAND x YOUTUBE
Bringing together England international James Maddison, YouTube sensation Theo Baker, and grassroots rising star Theo Ola from Baiteze Squad was a unique opportunity to celebrate the convergence ...
WE ARE THE BAITEZE
When we ideated the idea of what could Baiteze Squad do to approach the idea of launching our 20/21 home and away kits with New Balance, ...
Michael Browne’s tailoring is a masterclass in combining technical precision with a couture approach to design—a rare balance that sets his work apart. When tasked with rebranding his entire ...
MAYFAIR
28 Savile Row is a name that resonates globally as a symbol of originality and sophistication. When I was tasked with the branding and creative direction for such an ...
Maison Corthay
Founded in Paris, France, Corthay is one of the worlds finest ateliers of luxury shoes. We produced a documentary showcasing the journey and conception of the ...
TOP BOY
A commission to direct and shoot two of Britain’s rising stars—BAFTA-winning actor Michael Ward and the iconic UK streetwear brand Benjart—I saw it as an opportunity to celebrate ...
GLOBE TROTTER
Role One — Name One
Role Two — Name Two
Role Three — Name Three
This is fashion for adventurous women, created by working artisans all over the world and crafted by Paris’s best makers.
Heritage
Established ...
RISING TALENT
A2 used to be a mystery, but he’s stepping out from the shadows. The Croydon singer-rapper first started releasing self-produced material under the A2 alias in 2012, gradually ...
AIRMAX 90 SIDE A
The new AM90 samples from a cast of Air Max classics. We were commissioned to creative direct and produce a campaign to highlight the history behind ...
CHRISTINE
French singer, songwriter and all round creative Héloïse Letissier, presents Christine And The Queens, consistently blurring the lines of gender, sexuality and identity.
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The Art Of Living
One of the worlds most prestigious British heritage brands, presented and curated to showcase the art behind one of their most iconic models. Toby Huntington-Whiteley was ...
SHOX
Celebrating the relaunch of the latest Shox collection by Nike feature for Crack Magazine. Launched in the year 2000 to celebrate the millennium, the brand revived the now classic ...
EDGARDO OSORIO
Following renowned founder of luxury footwear brand Aquazurra in his home and studio situated in Florence, Italy, presented in a limited edition ...
