Client: Nike Air Max, MOX (inhouse)
Role: Creative, cultural mapping, music curation, stakeholder interviews, strategy, deck/treatment development, talent identification.
Date: 2021 - 2022
The BW as a lens: past to present, radio booth to warehouse floor.
Grime basements. Gabber warehouses. One shoe running through both.
I sourced and interviewed cross-generational voices. From pirate radio DJs to legacy musicians — and carried out visual research across the scenes. The insights I gathered became territories that guided the BW’s positioning, strategy, and creative direction.
