For the 2024/25 season, Arsenal and adidas brought a story to life through a kit that goes beyond fabric. Designed by Labrum, it honours the club’s African heritage and diaspora, celebrating legends like Kanu, Lauren, and Rachel Yankey while spotlighting today’s stars like Bukayo Saka and Gabriel. The creative platform merged Arsenal’s rich history with its future, weaving fans, legends, and current players into films, photography, and activations that amplified the club’s cultural impact. More than a kit launch, it was a celebration of identity, legacy, and community, a moment in football history brought vividly to life.

For Expedia’s first move into music, we didn’t just drop an ad, we staged a cultural moment – Anderson .Paak led a ‘gumbo’ of global talent in New Orleans, creating a love letter to the city that made you want to book a ticket on the spot AND a live jam during the festival — An invite-only gathering of media, influential talent, partners, and competition winners that earned Millions of dollars of media, drove huge commercial value and offered a true benefit of travelling to live music experiences with the brand.

BAITEZE SQUAD TURNED SUNDAY LEAGUE INTO A STAGE. FROM EAST LONDON’S MUDDY PITCHES WE BUILT A PLATFORM THAT FORCED THE WORLD TO RECOGNISE GRASSROOTS FOOTBALL. EVERY PARTNERSHIP—FROM NEW BALANCE TO SAMSUNG—WAS A FIRST OF ITS KIND, ROOTED IN CULTURE NOT CONVENTION. THE NEW BALANCE COLLABORATION SHIFTED HOW THE BRAND WAS EMBRACED ON THE STREETS, EVEN INFLUENCING TOP PLAYERS LIKE BUKAYO SAKA TO JOIN THE FAMILY. BAITEZE PROVED GRASSROOTS FOOTBALL CAN MOVE CULTURE, TRANSFORM BRANDS, AND COMMAND GLOBAL RECOGNITION.

Pro players never experience the Champions League as a fan. So we put Luis Figo in disguise, and took him to Madrid’s top matchday spots – A stunt, campaign and an editorial travel guide for fans. Social competitions and curated storytelling inspired audiences to ‘Travel the Beautiful Game,’ acquiring over 200,000 new members and transforming the partnership into an authentic cultural moment that acheived both earned media and commercial success.

Grassroots football had been ignored for too long. The Samsung Grassroots Academy, built on the cultural power of Baiteze Squad and anchored by an award-winning film, became a first-of-its-kind platform that gave local clubs the tools, knowledge, and visibility they had never had before. In partnership with Samsung, masterclasses, workshops, and digital resources merged creativity, technology, and culture to redefine what support for grassroots football could look like. Not a campaign, but a movement, one that reshaped the game off the pitch and laid the foundation for the Social Academy.

This is no advert, it's feature entertainment and a telant-led editorial platform. A continent-spanning story of boundary pushers shaping Africa on their own terms — The Ones Who Keep Walking was created with 200+ artists, musicians, dancers and filmakers from across Africa. The 45min feature film premiered as red-carpet events before broadcasting primetime across two networks and rolling out through trailers, OOH, and the stars themselves on social. With more than $30M in real media value, record ROI for Diageo and a plethora of entertainment awards — this was a powerful platform for purpose, and proof that meaningful entertainment beats traditional advertising.

#ThereWillBeHaters transformed online criticism into a cultural moment and a product feature. Starring Messi, Luis Suárez, Gareth Bale, James Rodríguez, and Karim Benzema, the campaign confronted negativity head-on, turning it into a bold narrative about resilience and self-belief. Featuring in sports media all over the world, and winning multiple awards from Cannes Lions to Sports Industry, it set a new benchmark for sports storytelling, showing how creativity can empower athletes, engage fans, and redefine brand culture.

The Last Light On was built as an original platform to champion emerging Black filmmaking talent. In partnership with Converse, John Boyega and Curzon, we transformed South London’s Peckham into a cinematic stage, celebrating real people, real stories, and authentic creativity. The platform funded five filmmakers with £25,000 each and a six-month mentorship, culminating in a mini film festival that amplified their voices. Supported by digital, social, out-of-home, and retail activations across the UK and Europe, we set a new benchmark for how purpose-led, culture-driven initiatives can empower creators, elevate communities, and leave a lasting legacy.

Most know Mo Farah for his smile and signature Mobot, but this campaign went deeper. We captured the grit, sacrifice, and relentless mindset behind his record-breaking career, showing the unseen moments that built a champion. Set against the streets and stadiums of London, and voiced by George the Poet's spoken word, the film revealed the inspiring human story behind the legend. Reactive OOH around London Stadium amplified the tribute, turning Mo’s final races into a moment fans would never forget.

Creator Dock transformed London into a laboratory of football culture. A floating pitch on the River Thames became the stage where football, music, and creativity collided in front of a sold-out crowd. Fredo and Not3s brought the energy, Premier League stars Dele Alli, Lucas Moura, and Henrikh Mkhitaryan showed face, and Baiteze Squad were crowned champions. In just four hours, adidas set a new benchmark for how the game can be experienced — bold, inventive, and unforgettable.

A groundbreaking holistic approach to educating the next generation of pro-athletes in sporting academies, schools, and universities across the globe. Social Academy is a combines short-form, social media-style modules, culture-led content, and immersive masterclasses. From personal branding and resilience to business and career strategy, this is a platform that deliveres real world results to athletes who are shockingly unprepared outside of sport. First delivered at Right To Dream’s premier academy in Ghana, Social Academy sets a new standard for athlete development.

Young Londoners take centre stage in Nothing Beats a Londoner, shaping sport and culture across the city. Shot in neighbourhoods that produce the next Skepta, Giggs, Dave, and Michael Dapper, 258 athletes including Reece James, Jodie Williams, and Alex Iwobi, one-up each other with sporting feats, blending talent, passion, and the city’s unique spirit. Social-first storytelling sparked a city-wide battle that culminated in a full film across TV, cinema, and online. Recognised globally, the campaign earned Cannes Lions Grand Prix, D&AD Yellow Pencil, and Clio Gold for its groundbreaking approach to youth culture.