All work

Self-initiatedConcept

Sell the athlete who can't stop.

A sports campaign concept built around one point of view: obsession isn't something to hide, it's the badge that separates the athlete who might start from the one who can't stop.

Type
Self-initiated concept, not produced or launched
Role
Insight, art direction, AI-assisted image production, sequencing
Format
Six-frame social carousel
Year
2026
  • Hook frame: 'We made an ad that calls athletes selfish, obsessive, impossible to be around.'
  • Frame: 'Every brand sells the athlete who might start. We sold the one who can't stop.'
  • Frame: 'The insult becomes the badge.'

The thinking

  1. Turn the insult into the badge

    Selfish, obsessive, impossible to be around: the words used against the most driven athletes become the identity the campaign sells.

  2. Sell the one nobody talks to

    Sports advertising usually sells the athlete who might start. This sells the one everyone recognises and no brand addresses: the one who can't stop.

  3. Never show the crowd, never name the face

    Leaving the athlete anonymous lets the viewer fill in the rest: 'that's me', or 'I wish it was'.

The carousel

Six frames, one point of view.

  • Frame 1, the hook
  • Frame 2, the decision
  • Frame 3, the badge
  • Frame 4: 'We never show the crowd. We never name the face.'
  • Frame 5: 'Anyone can film a sport. We film the reason they couldn't stop.'
  • Frame 6: the closing line about the brief

How it was made

The idea came first, then the narrative, art direction, AI-assisted image production, sequencing and social packaging. AI tools produced the imagery inside a directed brief.

This is the concept and pitch stage: a complete visual world built before a production brief existed. It is not a produced film, a launched campaign or a measured result.

Next project Modern Circle: a strategy pitch