Client: Nike, MOX (London)
Role: Creative (cultural research, casting, creative direction, content development, campaign storytelling)
Date: Oct 2021
The Huarache was always about reinvention. For HO21, the task was to evolve its persona for a new generation — honouring its history while charting its future.
I shaped the strategy and creative direction: researching its cultural past, casting new faces like Diadié, and building stories that felt authentic to the communities wearing it now. Beyond the campaign, I created content for Nike’s social channels, framing the shoe not just as product but as narrative — a character moving through time.
Diadié is a Parisian chef who fuses his Malian heritage with classic french cuisine, bringing new flavours to traditional taste buds. Challenging the status quo with his cuisine.
Over the last few years, Tiffany Calver has been pushing the boundaries of UK hip hop and rap radio. From being the first woman to host BBC 1xtra's rap show to showcasing new waves of artists on her own label No Requests. She continues to do things her way.
