Athlete Code changed the rules of sports sponsorship by putting athlete wellbeing first. Instead of expecting constant performance, Powerade introduced a contract clause that allows athletes to pause sponsorship commitments to focus on their mental health without penalty.

By formalizing support rather than talking about it, Powerade turned belief into action. The launch film, directed by Babak Khoshnoud, made a clear statement that real performance also means knowing when to step back.

We partnered with Billie Eilish and launched 'This Generation' on UN International Youth Day. Without stereotypes we stand up for how young people are really using technology.

Pause Is Power reframed strength by celebrating the courage to step back. Featuring Simone Biles, the film focused on the moment she chose to pause, breathe, and redefine what performance really means. Not pushing through at all costs, but listening to your body and mind.

Directed by the brilliant Kim Gehrig, the campaign challenged traditional sports narratives and made space for a more human definition of power.

Recycle Me took one of the world’s most iconic logos and turned it into a call to action. By physically crushing the Coca Cola logo, just like a can before recycling, the work transformed a familiar sustainability message into something visual and immediate.

Launched across OOH and print, the campaign used craft and simplicity to prompt action at the exact moment of decision.

Not Her Problem challenged the idea that sexist abuse in sport is something women should have to deal with alone. The campaign exposed the reality of online hate faced by female athletes and flipped the responsibility back where it belongs.

Launched around the Women’s Euros, EE used the work to encourage men to step in, speak up, and help stop abuse online. A clear message that this isn’t something women need to fix.

Samsung partnered with Rihanna to release her new album, ANTI. They joined forces as cultural disruptors to reimagine the way fans experience an album launch. We collaborated with Sleep No More and Yoann Lemoine to create an episodic journey of Rihanna’s life, from an innocent child in Barbados to a powerful pop queen.

The Ladder visualized the climb behind men’s college basketball. It represented the unseen work that leads to a moment on the biggest stage. Early mornings. Setbacks. Repetition. Progress earned one rung at a time on the road to the tournament.

By framing success as something you climb rather than arrive at, Powerade positioned itself as fuel for the journey, not the celebration. A reminder that getting here isn’t luck. It’s work.

EE was launching the UK’s first 5G service. We demonstrated its power using real customers and real football fans. We created a bespoke VR + AR experience to show the power of 5G.

We shot it live on the day of the FA Cup Final, capturing action from Wembley stadium, and using 5G to bring it into the homes and pubs of football fans across the UK.

We dropped this spot on Christmas Day to promote the Samsung Gear VR headset. LeBron + Public Enemy.

Press Links: ESPN (Ice Cube reaction), Vibe Mag

Hope United is a diverse team of footballers from across the four Home Nations in the UK. Their mission is to tackle online hate.

Nomad Studios helped us brand the team creating a badge and a must have kit.

We used the players to educate the nation on how to combat online hate on social media platforms.

To raise awareness we created a film to show the unseen damage of online abuse.

What It Takes gave women’s basketball a hip hop anthem built from truth, not hype. Powerade partnered with Flau’jae Johnson to create a track that captured the grind behind the game. The hours. The pressure. The work no one applauds.

Instead of interrupting the tournament with ads, Powerade contributed to the culture around it. By launching a full track across music, social, and broadcast, Powerade showed up as fuel for the work, not the win. A brand that understands what it actually takes.

We made a live AR music video to test the power of 5G. The Bastille video ran on TV and cinema, and was live-streamed on Facebook and YouTube.

Collaborating with famous pop group Bastille, we created and immersive live remix of their smash hit “Pompei” - a song that has garnered over 600 million YouTube views. The experience put viewers right in the middle of the 5G powered live music video and AR animations were perfectly synchronized to the track, lag free. A feat only possible by the incredible speed of 5G.

Seventh Generation is all about redefining clean and rethinking the ingredients that make-up personal care and household cleaners.

We worked with Maya to create a song about feminine care products without chemicals.

We turned Maya's best moments into social, shareable GIFS and memes. Consumers were also challenged to #ComeClean with Seventh Generation.

Press Links: NYT, Fortune, Fast Co., Huffignton Post, Glamour, Pop Sugar

For the Channel 4 new sponsorship deal with Direct Line for its network film package ‘Film on 4’ we created a series of low budget idents. On them, Direct Line call centre staff deal with a series of extreme insurance claims inspired by the damage caused in hit movies. We shoot 63 idents in one day.

In the lead up to the 2019 General Election Operation Black Vote (OBV) released this campaign that uses real quotes from politicians to urgently encourage Britain's disenfranchised youth, particularly Black and Minority Ethnic youth to register to vote.

The campaign’s central message is that if BAME communities, and young people in general do not register to vote, others with often controversial views, will speak for them.

The work highlights some of the controversial words uttered by politicians, with quotes containing controversial views and statements from politicians which insensitively address issues of race, religion, women, sexuality and climate change.

These quotes are brought to life by actors in real life environments such as bars and restaurants, with the film capturing the stunned reactions of their friends. Actors include Nathalie Emmanuel (Game of Thrones, Fast & Furious), Nadia Rose (British hip-hop artist), Ash Sarkar (Journalist, Political activist), Jermain Jackman (Singer - The Voice UK) and Will Poulter (The Revenant, Detroit, Black Mirror, Midsommar).

Nike Rio 10K Activation.

When I was working at 72andSunny NY a group of us decided to launch a Creators Network to help us develop work for social platforms. After a year of really hard work, and the amazing backing of MDC and 72andSunny LA, Sundae was born.

Here you can see a film that encapsulates the ethos of the new company and some stills capturing the spirit of the creators.