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Observations
Our first self-published photo book features 344 pages of photography capturing the cultural nuances of the global game. Presented through the lens of our 11 Members, Observations marks a further step in our mission to help you understand the world through football; taking you to the communities shaped by, and shaping, the game.
Editor in Chief, creative, strategy
The Moments That Made Me w/ Conor Benn
Building a legacy, curating his own image and growing up in a boxing dynasty: to celebrate the launch of the REPRESENT 247 x EVERLAST collaboration, I sat down with the boxer to take stock of how far he's come and how much further he intends to go.
Editor, writer
ARAB NEWS: Ushering in a new era of sports production in Saudi Arabia with IMG
Whether it’s football, esports or racing, IMG studios business’ strategy in Saudi Arabia and MENA is consistent — pair global craft with local capability, innovate formats that welcome new fans and distribute content so the region’s stories travel.
Editor, writer
Nike Mad Ready
Nike briefed us to create a social first campaign celebrating the launch of their new Phantom boots. We came up with a concept that explored the boot’s central purpose — accuracy —creating an ad with Rico Lewis and Keira Walsh, 78 pieces of content across IG and TikTok, that bagged close to 20 million views, and hosted an event and TikTok live with Erling Haaland that reached 2.5m people.
Creative concept, copywriter
PREMIER LEAGUE x football case study: No Room For Racism
Real fans. Real culture. The stories that matter. Premier League reached out to football case study to do what we do best, bringing four stories of global fandom to life as part of the league's No Room For Racism campaign.
Editor in Chief, producer, account manager
Wake Up to the Future Of Football
Sports Direct wanted to get the young fans and players excited for a World Cup being held on the other side of the world. How? Hit the obvious drawback (weird kick off times) head on and turn it into a reason to celebrate. The campaign celebrated the next generation of stars carrying the women's game forward, with creative and storytelling across ecom, social and email.
Social creative, copywriter, producer
Wake Up to the Future Of Football mini-doc series
As part of the campaign, we released a three part mini-doc series on social, spotlighting the women's game across three levels: player, coach and community.
Social creative, producer
Nike We Belong
2/3 of girls quit sport by 16. To help change that, Nike teamed up with Sports Direct to tell the stories of three future stars from the perspectives of their future selves.
Creative, copywriter
WAFCON 2024
In February, Nike asked football case study to provide research and strategy on how to show up during WAFCON. A 120+ page insight deck led to Nike sending football case study to Morocco as the swoosh's lead storytelling partner. View the full photo essay here
Editorial strategy, creative strategy
Sport-Club Jogo End of Summer Cup '25
I run a community of 30u30 west London creatives who get together to play football every Monday. To celebrate the end of summer, I hosted a tournament for 6 teams, each representing a project or brand community members work on.
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