REMEMBER YOUR WHY

Strategic Oversight & Client Collaboration for Adidas x D&AD


The Goal


During the D&AD program, I worked on a brief from Adidas aiming to position the brand as a leader in women’s football while connecting with Gen Z at the Women's Euro Cup 2025.

The Play


Collaborated with cross-functional teams to interpret the brief, ensuring alignment with Adidas' brand values and target audience. Contributed to refining the concept 'Shadows Tell the Story,' which showcased women’s football through sleek, modern visuals and a virtual stadium experience designed to engage and inspire Gen Z.

The Win


Successfully pitched a compelling campaign concept that captured the essence of Adidas’ mission while addressing the strategic objectives outlined in the brief.


















OWN IT

Brief Management & Conceptual Delivery for O2 x D&AD


The Call


O2 needed a bold campaign to spotlight their fair contracts: stop paying for your phone once it’s paid off!

The Connection


Partnered with the team to analyze the brief, aligning the proposed solution with O2’s brand values and customer-centric approach. Focused on developing the #ownit campaign concept, which communicated fairness and transparency by positioning O2 as an empowering alternative to traditional phone contracts.

The Drop


Delivered a strategic campaign proposal that resonated with O2’s objectives, spotlighting their commitment to putting control back in customers’ hands through clear, fair, and empowering messaging.



















COMPASSION, FOUND EVERYWHERE

Brand Building & Client Partnership for Zakā x Anomaly


The Vision


Zakā, a nonprofit fashion label in Berlin, needed a full brand identity from scratch—one that would not only define its look and feel but also amplify its mission to address the houseless crisis. With the brand yet to launch, I ensured seamless collaboration between the client and creative team as the key account manager, keeping the vision clear and the process smooth.

The Thread


I led creative briefings and workshops, aligned stakeholders, and kept momentum high as we built Zakā’s brand world—defining its voice, visual identity, and strategy. Managing client communication and feedback loops, I made sure every decision reflected both creative excellence and brand purpose.

The Impact


We delivered a full brand toolkit, covering everything from logo design and copy to social media strategy, plus a first brand campaign rollout deck. More than just guidelines, we built a solid foundation for Zakā to launch with clarity, impact, and purpose.

















NEW BRAND IDENTITY

Global Brand Transformation for a Leading Supermarket Retailer x Anomaly


The Price Tag


A leading global supermarket set out to redefine its brand perception, moving from being seen as just an affordable retailer to a brand that champions value—of life, people, and community. The challenge was to develop a global campaign that would reposition the brand beyond just low prices.

The Shopping List


As part of the account team, I supported the campaign rollout by coordinating between creative, production, and project management teams. I managed deadlines, led creative briefings, and gained hands-on production experience by attending VO sessions and supporting content development, ensuring alignment across teams.

The Checkout


Though still confidential, the campaign is set to reshape how millions worldwide perceive the brand, reinforcing a message that goes beyond price and focuses on real value.