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 Director, it wasn’t just about launching a campaign—it was about crafting something meaningful that would elevate lives, celebrate creativity, and build a legacy. At its heart was a commitment to championing emerging Black talent in film and reshaping the cultural conversation.

With my strategic ethos, Elevate Culture > Curate Legacy, guiding the project, I collaborated with an extraordinary team to create a campaign rooted in authenticity and impact. Ground-level street research and targeted audience insights revealed a powerful truth—young Brits are no longer content with superficial gestures. They want real partnerships with brands that reflect their values and invest in their communities.

In partnership with Converse and John Boyega, we set out to create a project that wasn’t just culturally relevant but life-changing. The vision was to transform South London’s Peckham into a cinematic landscape, celebrating its authenticity through real people, real locations, and real stories. This wasn’t about glossy façades; it was about telling the truth. From this understanding came The Last Light On—a tribute to craft, determination, something creatives all over the world could relate to and a concept I actually worked on with years ago with John’s team and it all came back full circle.

With filmmaker and photographer Filmawri behind the lens and NOIR productions leading an incredible team,  we created a stunning visual campaign centred on five emerging filmmakers. But it didn’t stop at storytelling. Each filmmaker received £25,000 to fund their short films and a six-month mentorship programme, ensuring they had the resources and guidance to thrive. The journey would culminate in a mini film festival, showcasing their work and amplifying their voices.

The rollout extended far beyond the usual channels, combining digital, social, out-of-home, and retail activations across the UK and Europe. Partnerships brought the campaign to life on city skylines and digital screens, bridging the gap between artistry and audience. It was a celebration of creativity that reached far beyond the sneakers, embodying Converse’s commitment to empowering the culture it represents.

This project wasn’t just about creative direction—it was about creating real change. It was about showing how a campaign can go beyond marketing to elevate lives, celebrate untold stories, and leave a legacy that resonates long after the last light fades.