As Creative Director, I led the end-to-end creative on multiple player signing and contract renewal campaigns for West Ham United. From ideation to final delivery, I shaped the visual direction, narrative approach, and overall tone — overseeing everything from creative concepting and directing to photography and post-production. Collaborating closely with the club’s in-house social team, I ensured each announcement felt fresh, culturally relevant, and tailored to drive engagement and growth across digital platforms. These campaigns reflect my passion for blending sport, storytelling, and innovation to create standout moments that resonate with fans.