ABOUT

Concept: A premium collaborative campaign commercial commissioned by retail giant JD Sports and Nike Women. Moving entirely away from standard athletic performance marketing clichés, the creative direction builds an intimate, soft, and highly authentic exploration of modern femininity, vulnerability, and comfort—redefining what it means to feel empowered through sports lifestyle apparel.

Execution: Produced under Laced Creative, the technical execution leverages a soft, moody, and highly textured filmic palette. I collaborated closely with Director of Photography Rowan Biddiscombe, utilizing continuous macro camera glides and delicate studio lighting setups handled by the lighting team of Mat Nolan, Lee Symington, and Gary Saunders. The framing isolates organic character portraits against a soft backdrop to match the relatable voiceover narrative, with styling by Hannah Shaw and makeup by Kate Gately. Post-production film editing and sound design were executed by Markus Spitta, with final color grading finalized by Ilya Marcus.

Results: The campaign launched across global digital platforms, social apps, and prime retail hubs, driving high consumer engagement scores with modern women's lifestyle and activewear demographics. It stands as an exceptional showcase of utilizing a highly sensitive, artistic directorial lens to humanize an athletic product rollout.