I’ve p*ssed off
Michael Jordan,
smelt a
human
corpse, and
spitballed with
Kim Kardashian -
all in the name of brand building.
I’ve p*ssed off
Michael Jordan,
smelt a human
corpse, and
spitballed with
Kim Kardashian -
all in the name of brand building.
SKIMSW+K, 2024
The very thing people criticise Kim Kardashian for - being ‘obsessed’ with her body - makes her the most qualified person in Shapewear. In the brand’s debut TV campaign, ‘Chief Engineer’ Kim puts her products through rigorous testing in the SKIMS Lab.
NIKE
The Toughest Athletes W+K, 2021
Pregnancy is the equivalent of a 40 week marathon - so even when mums are sitting still, they’re lapping us all. I helped launch Nike’s first maternity range by proclaiming mums as the world’s toughest athletes.
NIKE
Women’s World CupW+K, 2023
Women footballers were viewed as activists, not athletes.
I
developed positionings that would finally make them famous for their game. Meet Sophia Smith, the striker haunting every defender,
Alex Morgan the effortless goal scorer,
and Debinha, the Brazilian keeping Joga Bonito alive.
NIKE
Men’s World CupW+K, 2022
“After Messi and Ronaldo, there are no GOATs”. Football was having an existential crisis. But the data proved players were only getting better. “The FootballVerse” restored people’s faith in the game by showing that there’s always another GOAT (sorry, Ronaldo). And just like that, Nike reclaimed its voice in global football.
NIKE
Wimbledon Alien Baby, 2025