Built Different
The right artist. The right brand. The right moment.
As Head of Marketing for Casio UK, I led the campaign from budget management, concept and strategy through to execution, overseeing every aspect of the brand experience across out-of-home, social content, retail, PR, events, partnerships and earned media. Working closely with internal teams and agency partners, the campaign was designed to create a connected 360° platform capable of living across multiple touchpoints and moments.
The result was an award-winning campaign that generated millions of views, extensive earned media coverage and helped reinforce G-SHOCK's position as a cultural icon for a new generation.
Creative Direction // 360 Campaign & Communications Strategy // Brand & Campaign Budget Management // Media Planning // Creative Briefing // Production Oversight // Event Direction // Contract Negotiation // Campaign Leadership
Collaborators
Direction & Production: Actually Creative
IMPACT
One of the most ambitious and culturally significant campaigns in G-SHOCK UK's history.
Spanning content, social, PR, experiential and out-of-home, the partnership generated millions of views, renewed relevance with Gen Z audiences and helped reinforce G-SHOCK's position as an icon of toughness and culture.
Through long-term storytelling and authentic collaboration, the campaign connected the brand with a new generation.
At the prestigious WatchPro Awards, G-Shock’s Central Cee campaign secured Marketing Campaign of the Year, outperforming multi-million-pound luxury campaigns from Swiss titans like Rolex, Audemars Piguet, Omega, and IWC.
Two eighties’ icons, connected through time.
Forty years on, some things never go out of time.
Created to celebrate the enduring legacy of one of cinema's most iconic films, Casio x Back to the Future brought together two cultural touchstones whose influence continues to span generations. More than a product launch, the campaign tapped into the nostalgia, optimism and timeless appeal that have made both brands part of popular culture.
Role
As Head of Marketing for Casio UK, I led the campaign from strategy through to execution, working with internal teams and partners. At the heart of the launch was a hero film inspired by the spirit of the original movie, designed to connect with both lifelong fans and a new generation discovering the story for the first time.
Creative Direction // Brand & Campaign Strategy // Production Oversight // Agency & Production Briefing
Collaborators
Direction & Production: Uber Agency
IMPACT
The campaign amassed close to one million YouTube views, trended online and helped drive a complete sell-out of the collection, demonstrating the power of storytelling and cultural relevance in building excitement around a brand. The campaign won Marketing/Social Media Campaign or Collaboration of the Year (Brands) at the Retail Jewellers Awards 2026.
GMT: Greatness Meets Timing
The power of narrative and timing.
As Head Of B2C Marketing, I initiated and led the appointment of Arsenal and England star, Eberechi Eze as G-SHOCK’s 2026 ambassador.
Long-time fan of the G-SHOCK and Casio, Ebere famously wore a Casio at his Arsenal unveiling and perfectly encapsulates G-SHOCK’s “Never Give Up” mindset. There were multiple setbacks on Eze’s rise from Arsenal youth reject to Arsenal Premier League star, but his unwavering self-belief was a testament to his “Built Different” status. Born in the home of time, Greenwich, the May 2026 campaign was launched with the possibility of amplifying a potential premier league victory and England appointment - both of which happened. For Eze GMT didn’t just represent the home of time - it also represented Greatness Meets Timing and the power of perseverance.
360 Campaign, Comms & Creative Strategy // Brand & Campaign Budget Management // Media Planning // Agency Brief & Pitch Process // Contract Negotiation // Production Oversight // Campaign Leadership
Collaborators
Creative Production & Editing: Earnies, Flowstate (Fremantle)
Photography: Bryan Aseya
Nike's flagship social media handles.
ROLE
Global Community Manager on Nike's flagship social media handles, at AKQA. Working in conjunction with Nike's Global Digital Communications Director, helping to coordinate and publish output across Facebook, Twitter, Instagram and YouTube to a combined audience of over 100 million.
Content Curation // Copywriting
BACKGROUND
The best of Nike, worldwide, across every brand category.
KEY CAMPAIGNS
“Believe” World Cup 2018 // Nike Mag // Just Do It // EQUALITY // Air Max Day 2017 // Hyperadapt // Are We Running Today? (Apple Watch)
Browse through work examples to explore some of the campaigns.
Creativity as a Constant
Alongside my work in brand marketing, I maintain an active creative practice spanning music production, painting, photography, DJing and graffiti. These disciplines continue to shape my understanding of storytelling and visual communication and provide a valuable bridge between industry and practice.
With nearly thirty music releases, spanning vinyl, digital formats and appearances on stations including Rinse FM, I remain fascinated by the intersection of image, sound and culture, and by the role creative practice plays in fostering curiosity and lifelong learning.
Freehand still life study, Procreate
Graffiti, London, E8
Freehand still life study, Procreate
Event photography, MC Creed & Groove Chronicles @ Jum Jum, London 2017
Original music and sound design for #TommyJeans global campaign shot by Hypebeast
Original music and sound design for Dropbox X Highsnobiety campaign film
Original music and sound design for Reebok campaign FW19 campaign video
The world's leading licensed headwear brand.
ROLE
Responsible for launching and delivering New Era EMEA's social media presence and strategy.
Strategy // Content Creation // Copywriting // Reporting // Paid Media // Online PR / Seeding
BACKGROUND
The best of New Era across Europe, The Middle East and Africa, across Facebook, Twitter, Instagram, YouTube and more.
IMPACT
Growing New Era's social media community from zero to over 1/3 million and initiating the brand's first foray globally into Instagram and numerous other, now staple, media platforms. Increased visibility and brand heat across Europe's community of tastemakers, with a number of pro-active brand campaigns.
An independent online publication for youth culture in the UK.
ROLE
Founder, responsible for leading the idea and direction of the entire website and brand, with the help of a web designer, videographer and photographer. Collating and directing a team of influential tastemakers, creatives and bloggers from the worlds of music, fashion and art.
Creative Direction // Editor // Brand Marketing & PR // Content Management // Event Management
BACKGROUND
During the infancy of multi-author blogging in 2010, HotOneTen was among the first independent publications of its kind in the UK to bridge the gap between a lifestyle blog and multimedia editorial publication, launching with a 5-part video series in conjunction with British fashion label, Boxfresh.
OUTPUT
Online editorial publication, online video series, photographic features, video channel on Tim & Barry's Don't Watch That TV, Mixcloud mixtape series, hosted by Rinse FM's Marco Del Horno, seasonal lookbook, several club nights, guest radio shows and more.
IMPACT
Leading a team of over 20 contributors, Hotoneten rapidly developed into one of the go-to sources for emerging youth trends in the UK. Featured in many of the world's most influential youth publications, it led to partnerships with brands such as Rinse FM, Tim & Barry (Don't Watch That TV), Boxfresh, Boiler Room, Diesel and more.
London: ON AIR.
ROLE
Leading the production and publishing of all Nike London content for the digital execution of Air Max Day in the UK, working with internal creative team at AKQA.
Community Management // Creative Oversight // Copywriting
Collaborators
Videography & Editing: Haley Ma, AKQA in-house creative
BACKGROUND
Nike's annual, month-long celebration of all things 'Air Max' marks the largest moment in the Nike Sportswear calendar with a series of high heat retail / product activations, events and digital content.
OUTPUT
5 key moments, consisting of over fifteen videos, published across Nike London's Instagram newsfeed and stories. The treatment was given an 'On Air' twist by using co-creators to 'hijack' our channel for their own broadcasts over the space of a month.
The content made innovative use of Instagram's carousel feature, enabling users to interact with and 'rewind' videos by swiping left. Best viewed on mobile, take a closer look here and here.
The world's leading online, underground music streaming channel.
ROLE
Pro-actively organising a brand collaboration in 2012 which culminated in limited edition custom Boiler Room caps being produced for seeding with many of the world's most credible music tastemakers.
Brand Partnership // Product Seeding
BACKGROUND
From the depths of an East London basement to a global phenomenon, Boiler Room has helped redefine music broadcasting for an online generation.
IMPACT
Product went on the heads of numerous tastemakers, seen by millions live on Boiler Room's live stream. The New Era x Boiler Room 59FIFTY became a much sought-after and talked about product.
Inspired by London. Enabled by Nike.
ROLE
Lead Community Manager at AKQA, responsible for publishing, copywriting, channel strategy and oversight for all output on the Nike London channel, in conjunction with Nike UK Digital Brand team. Leading weekly photographic and video shoots with in-house AKQA creatives.
Creative Direction // Concepting // Copywriting // Strategy
BACKGROUND
Cutting-edge. Authentic. London first. The Nike London Instagram channel represents the people and places at the heart of the city.
From running clubs in Battersea to skate competitions in BaySixty6, Nike London brings to life the best of Nike and the best of London through the lens of Instagram.
KEY CAMPAIGNS
Nothing Beats A Londoner // Air Max Day (2016, 2017, 2018) // Just Do It // Off White // London’s Fastest // Just Don’t Quit // Unlimited London
IMPACT
Nike London developed into the largest and fastest-growing local Nike Instagram channel in the world.
Nike London amassed over half a million organic followers during my tenure, and has inspired countless more across the city to move.
Gold Rush.
ROLE
Leading content from a Community Management perspective at AKQA, working with internal creatives and Bullion Productions Limited.
Creative Direction // Copywriting // Community Management
Collaborators
Creative Production: Bullion Productions Limited
BACKGROUND
Kurupt FM's Manager and Hounslow's favourite 'Ultrapaneer' has a surprise for the Nike London community ahead of the launch of the Air Max 97 Gold.
IMPACT
Over 30,000 views and nearly 200 comments, setting new benchmarks for Nike London's organic content engagement/reach.
Collaborating with the world's most critically acclaimed graffiti artists.
ROLE
Pro-actively pitched and initiated a New Era brand collaboration in 2013 with the aim of creating increased awareness and energy around the New Era London Flagship store. Responsible for all digital seeding and social media coverage.
Brand Partnership // Online PR // Community Management
BACKGROUND
Ground Release is a creative network which brings together many of the world's most critically acclaimed graffiti artists. The New Era Flagship store exhibited exclusive prints by featured artists - Roid, Felipe Pantone, Kem5, Soten, Ojey, Dems, Monster and Zoer and released a selection of collaborative products with each artist.
IMPACT
Extensive coverage across most of the world's most respected street art and lifestyle publications - placing the New Era London Flagship store in the spotlight and introducing it to new demographics of consumers and tastemakers.
Virgil Abloh's brand goes "Off Campus" in London.
ROLE
Ideation and creative concept for Nike London post at AKQA, working in conjunction with internal moving image editor and designer.
Copywriting // Concept // Creative Direction // Community Management
BACKGROUND
Ahead of the launch of NikeLab's collaboration with Virgil Abloh's "Off White" brand, London became the destination for a series of public workshops, working with key influencers and creatives to remix ten Nike icons.
IMPACT
Optimised for mobile, the moment, viewed by over 35,000 people sparked deep engagement through innovative use of Instagram's carousel feature, which was newly introduced at the time.
Re-writing the future of running in London.
ROLE
Leading the campaign's execution on Nike London from a Community Management perspective at AKQA.
Community Management // Copywriting // Creative Oversight
BACKGROUND
London is a city of unknown runners. By partnering with young creatives to tell their running stories we aimed to unleash the bold and free runner in every young Londoner and recruit for local Nike Running squad runs across the city.
We selected our co-creators and brought to life their content on Nike London through the creative lens of the campaign, using themed gifs and Instagram story videos.
IMPACT
The campaign was seen by nearly a quarter of a million members of the Nike London community. London's Fastest final event saw over 1000 Londoners, who signed up via Nike.com to race through the streets of their city.