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 ...
Future Elite Athlete Masterclass
A Groundbreaking Approach to Educating the Next Generation of Professional Athletes in Sporting Academies, Schools, and Universities Across All Sports.
Social Academy: Right To Dream with Djimi ...
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 ...
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 ...
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, our very own football club started as a humble Sunday League team in East London, a makeshift group of players brought together by passion and a ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...