We are East London

As Creative Director on this project, I pitched the concept directly to Umbro as part of the 2021/22 West Ham kit launch, aiming to create something that felt rooted, authentic, and culturally rich. The idea — titled "We Are East London" — was built around a narrated journey through the heart of East London, blending local culture, music, and identity to showcase all three kits. From creative development to overseeing production, I ensured the storytelling stayed true to the community while elevating the kits through cinematic visuals and voice. This project not only went on to win a Bronze at the British Arrow Awards, but it also represents the kind of culturally driven, brand-meets-community storytelling I’m passionate about — and something I’m eager to do more of in the future.