D&AD SHIFT 2023

ADIDAS: RUNNING CLUB

Adidas set us a brief to bring a fresh, dynamic approach to Adidas Runners LDN, with an exciting and diverse London Youth front of mind. I created a campaign to do this by Adidas running club partner with local London colleges.

Bridging the gap between Adidas a global brand and the next generation, targeting teenagers 16-18 as they are preparing for the real world. The idea came from an insight I found “77% of college students experience moderate to serious psychological distress”. This revamp would give students much-needed space to offload in a safe and controlled environment. I crafted the copy ‘RUN TO IMPOSSIBLE’ to represent the Adidas culture but pay homage to the real student life journey.

screenplays

Ladies room is a short film following a double date told from the male perspective about the mysteries behind why women go to the bathroom in groups and what actually happens behind the ladies room door.

Above is the opening scene from a spec commercial script suited for a sports clothing brand in London.

Below is a snippet of a monologue from a feature film I’m still currently writing. Working title - ‘Junior’. The story follows a divorced father who is a recovered drug addict relationship with his son as he falls down the same path.

REAL LOVE

Real love is my joy because real love forever changes. Real love forever wavers. Real love chops and changes. Not exclusive to the dream chasers and love makers. Real love is all around. Lives in the air you breathe, the ground beneath your feet. See real love remains open never closes, real love can part seas like Moses. Real love isn’t fairytales and puppies. It’s not fantasies and sugar daddies.

See real love, boy, real love feels good. Real love lives in empathy, real love bonds me to the people next to me. See that real love is direct, that real love is an investigator, that real love can detect. See that real love is pure, that good eats BBQ not leaving you wanting more.

See that real love never left; the real love I carry with me right here in my chest. Real love is more than a feeling, real love has weight it carries a deeper meaning. See real love real loves connection, bonding us through experiences based on completion. See real loves that tear in your eye. Real love me holding you as you cry.

See I love real love.

Performed @ the old savoy theatre, Northampton.

GRieving a dream

Hey! How are you? It’s been forever I know, yeah I’m doing good. You’ve changed, you look really good. Look at us.

I mean we used to be close. We used to look up to you. Potential used to tell us we could be just like you. Talent would never take you seriously, but that was only when doubt used to mock him. Laughing at denial was always funnier than chilling with discipline. He’s intense. I don’t hate you because you didn’t show. But you knew vulnerable was desperate to meet achievement but desperate would always let ego stand in his way. Journey refused to give us a lift to destinations, especially when we needed them. We had to learn how to grieve you. Live with grief. Once we clocked, but you always knew and never said anything. I don’t know if you know but triumph never made it out, sorrow was there for us. You watched us do everything and knew it would amount to nothing so this is where we let you go. Heart wasn’t strong enough to carry pain anymore. Distance was long gone, we hadn't seen him since the beginning. Direction didn’t know what he was doing or where he was going. He led us to meet someone called lost. Potential told us killing fear was more important than finding motivation when journey introduced us to obstacles. He lied. Procrastination doesn’t pay rent, yet he still lives here. We used to be really close. I’m sorry I trusted quit…but what else was I supposed to do. You never showed up! We waited for you. I hate myself everyday because I know I would drop everything in an instant for you, just for you to embarrass me or slam another door in my face. You are so toxic. Even after everything I still love you, always will. It just hurts to see you with someone else you know.

Goodbye dream.

Performed @ national youth theatre, Trybe house production.

Other bits

Medium blog

MEDIUM BLOG IS A GREAT PLATFORM TO POST ARTICLES AND JUST QUICK THOUGHTS ABOUT ANYTHING. BEEN A WHILE SINCE I’VE POSTED ON THE PLATFORM BUT WAS A GREAT PLACE FOR ME TO START OUT WRITING ARTICLES .

Culture run

I and a friend set up a vintage pop-up shop in east London for a day centred around the emphasis on freedom of expression.

After the success of this sold-out event, I learned many lessons in event planning. culture run is bigger than pop-up shops but wanted a fun activation to introduce the community to the city. big things coming very soon in 2024.

tiktok

i started my TikTok account in 2022, posting a variety of different content from skits to life summaries which generated millions of views. my favourite thing to do on the platform was tiktok live where I’d be able to tell stories and interact with my followers which really helped grow my account.

`’It’s in me, not on me`’

friend told me this once and it’s always stuck with me .