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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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, ...
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, ...
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 ...
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 ...
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. ...
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. ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
