DHL x Man Utd - Delivering Dream

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‘The Theatre of Dreams is where impossible dreams are made possible’ - Sir Alex Ferguson.

That quote became the catalyst for an idea about bringing football to one of the world’s most geographically isolated football-loving communities. An idea that in truth felt impossible at times but ultimately became one of the most fulfilling projects I’ve ever worked on.

Not just because we built a FIFA Grade 4G pitch 140km and more than 4 hour’s drive from the nearest city. Not just because over 1,000 students from two schools and three neighbouring villages can now play the game they love. Not just because I’m extremely proud of the film and the many, many creative assets we made across the whole campaign. But because we really did make some dreams come true.

I deliberated at the start of the project about what to call it.  ‘Delivering dreams’ felt right because of what the Theatre of Dreams stands for, but I was wary about promising something so lofty. But if there’s one thing I’ve learnt on this project, you must be all in.

Spending time with the Hmong Hill tribe was a truly humbling experience. Seeing that shared love of football and the impact it will have in their lives and their opportunities was inspiring. Fandom shouldn’t be limited by geography and bringing football to a community that lives and breathes it will stay with me forever.

European Tour

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Across the 5 years I was the creative director for the European Tour I was lucky enough to write and make some of the most fun and successful work of my career. In a ground breaking approach at the time, we grew the brand by creating organic content that focused on the personality of the players and the elements that made the tour unique. The following films are some of the highlights with my favourite being Rory vs The Robot. Getting 14million organic views and being voted Twitter’s favourite ever piece of golf content it become the model that a lot of rights holder followed.

Qatar Airways

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There’s never a dull moment with Qatar Airways. Sponsoring FIFA, UEFA, F1, Novak Djokovic, PSG, Inter Milan, Brooklyn Nets, RCB & the British Lions to name a few means something is always happening. I’ve been lucky enough to lead all their sports content over the last 4 years.  From using their access to some of the world’s best athletes to creating authentic fan content at various sporting events around the world, it’s been a brilliant journey.

Across more than 400 pieces of content we’ve delivered 7% engagement on IG, 3.8x the sports industry average and made them the most followed airline in the world.

UCL- Where Champions fly

It’s not every day you get to put a full philharmonic orchestra on a plane, but when the opportunity came to write the new UEFA Champions League brand film for Qatar Airways it felt like the right choice. There’s just something about hearing the first few notes of that anthem that gets you excited about what’s to come. 

Formula 1- Qatar driver

As Kevin would say, ‘Wooo!’

What started as an idea pitched to our Qatar Airways client in our normal Monday status call  turned into a high octane, celebrity-filled whirlwind with parallel filming units and multiple edits to direct over the week at the Doha F1 Grand Prix.

It’s not often you get to work with Kevin Hart, Sir David Beckham, Jessica Alba, Rio Ferdinand, Novak Djokovic, Swizz Beatz, Rosie Huntington-Whitely & Carmen Jorda, but throw in an Alpine F1 car doing donuts on the HIA tarmac, a unique F1 livery and a dramatic final straight flyover and you really have a project to be proud of.

To any creatives out there, never be scared to pitch a big idea, you never know, it might just happen.

Was a pleasure to direct this man on the court. From shooting to editing and post-production in under 24 hours (that’s an hour for every Grand Slam he’s won!)

Who says sports content can’t be beautiful.

FIFA World Cup 26 Fan Festival

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When it came to creative direct the FIFA World Cup 26 Fan Festival, I was excited and a little nervous. Excited because I remembered how fun that last one was in Qatar but nervous because this one was going to be different. Across 13 host cities and 104 matches, the logistical challenge was going to be huge. The brief, in comparison was simpler. Capture the passion of the ultimate celebration of football culture.

The idea was even simpler. At the FIFA Fan festival, you don’t just watch football, you feel it.

Across the tournament, we made over a hundred pieces of content. Going through 15 Terabytes of footage is no easy task I can tell you, my eyes still haven’t quite recovered but I hope you agree it was worth it.

Arsenal x Sobha Realty - The Art of detail

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One of the first things Mikel Arteta did when becoming manager was put the sign ‘Everything matters’ up in the player performance area at the Arsenal Sobha Realty training ground. After spending the day with him whilst filming our latest episode of ‘The Art of Detail’ series for the club, it’s easy to see why.

As a lifelong Arsenal fan, it’s been a pleasure writing and directing this series. Over the last two seasons it’s been amazing getting to know just what makes this iconic club tick. 


Castore-Better Never Stops

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To launch the premium sportswear brand Castore to the world I helped create Better Never Stops. A philosophy about the mentality of striving for better.

Over 10 different films the brand campaign showed the mentality of athletes like Owen Farrell, Adam Peaty, Jos Buttler, Andy Murray and Patrick Reed. And how that transcended to clubs like Rangers, Wolves & Saracens.

The campaign helped establish the brand and elevated Castore to the fastest growing sportswear brand in the UK.