Nike Tailwind IV
Nike approached us to reignite cultural energy around the Air Max Tailwind IV, a silhouette without an established narrative. Within Nike’s archive it lacked a clear story, and needed positioning that felt authentic rather than retrofitted.
We built a story rooted in resilience and reinvention, framing the Tailwind as an underdog rediscovered, and drew a parallel between the product’s return and the journey of emerging artists finding their voice.
The campaign centred on a printed zine and a short documentary film. We led creative direction, editorial development, and full production. The film launched globally across Nike SNEAKRS and Nike.com, reintroducing the silhouette with a distinct cultural point of view.
STRATEGY / CREATIVE / EDITORIAL / PRODUCTION / PUBLISHING
Flight Club Fridays
We partnered with Flight Club to relaunch their flagship music series with a refreshed creative direction and brand experience. The aim was to reposition it as a true cultural destination, rather than a retail activation.
From artist curation to environmental design, we developed a cinematic visual language that transformed the retail floor into a live performance space. The project spanned concept development, set design, lighting, and full photo and video production.
The work culminated in a nationwide poster campaign that reintroduced Flight Club Fridays with a clear, cohesive, and commanding identity across every touchpoint.
CREATIVE / PRODUCTION / LIVE
Dijon: Live in London
We produced and hosted Dijon’s first London show in partnership with DICE, staging the performance at The Waiting Room in Stoke Newington. The aim was to create an experience that felt intimate, considered, and true to the artist’s world rather than a standard live booking.
Alongside the performance, we directed and filmed a short documentary capturing the atmosphere of the night and documenting the project from concept through delivery. The result was both a live moment for the audience in the room and a lasting film that extended the project beyond a single evening.
PRODUCTION / LIVE
Everybody Can‘t Go
We partnered with Benny the Butcher to lead creative direction for Everybody Can’t Go, developing a visual identity aligned with the album’s tone and intent. The work established a clear, declarative visual system spanning photography, typography, and campaign assets, designed to feel cohesive, disciplined, and unmistakably his.
The project built on the foundation created for Burden of Proof, evolving it into a sharper and more assertive language while maintaining continuity across Benny’s broader world. The identity extended into merchandise and supporting materials, ensuring the album’s message carried through every touchpoint.
STRATEGY / CREATIVE / PRODUCTION
Motown Records
We partnered with Motown Records on a comprehensive brand refresh designed to reconnect its legacy with contemporary culture. With more than six decades of history behind it, the challenge was not reinvention for its own sake but re-establishing Motown as an active, relevant presence in music.
Our work began in the archives, examining the label’s visual language, social context, and cultural reach before translating those foundations into a modern system. That thinking informed the “60 Years and Counting” campaign, balancing historical depth with a forward-looking perspective.
The refresh extended beyond identity into publishing, collaborations, and live activations, bringing Motown into new cultural environments while remaining grounded in its origins. The result was a relaunch that respected its past and provided a clear framework for future growth.
STRATEGY / CREATIVE / EDITORIAL / PUBLISHING / LIVE
Uniqlo LifeWear
Uniqlo commissioned us to develop a bespoke campaign for their LifeWear collection, interpreting its timeless design through the lens of London subculture. Drawing from punk, Buffalo, and skate scenes, we created a photographic series that positioned the collection within real cultural contexts.
The campaign launched with an installation at Uniqlo’s Oxford Street flagship, alongside a full digital rollout and a capsule merchandise collection featuring work by photographer Eddie Otchere. The result was a cohesive campaign that connected product, culture, and retail environment.
STRATEGY / CREATIVE / EDITORIAL / PRODUCTION / LIVE
