Saudi FW25

I worked alongside IMA Home as a freelance creative researcher, supporting their pitch to Adidas around the Al-Nassr, Al-Ahli and Al Ahly kit launches.

My role was to take a deep dive into Saudi Arabian culture, both on and off the pitch, to help shape the creative direction of the campaign we were pitching.

I uncovered cultural details and insights that I then translated into creative concepts that could be woven into the wider ideas pitched to Adidas.