MUSTO
PRO: DIRECT SPORT
ON RUNNING
UNDER ARMOUR
HELLY HANSEN
STUBBLE & CO
SONY
SHARKNINJA
APPLE
GORE TEX
LAND ROVER
NIKE RUNNING
BURBERRY
MUSTO PRO: DIRECT SPORT ON RUNNING UNDER ARMOUR HELLY HANSEN STUBBLE & CO SONY SHARKNINJA APPLE GORE TEX LAND ROVER NIKE RUNNING BURBERRY
“Lewis is a highly accomplished and intuitive creative, his passion for his craft is evident in every frame. Lewis is particularly gifted with curating content, he consistently captures the pure “soul” and “essence” of a brand-effortlessly encapsulating the atmosphere and energy into compelling visual stories. Lewis understands that high-quality content isn’t just about the image, but the feeling it evokes. If you need a storyteller fanatical about detail, and knows that a picture truly is worth a thousand words, Lewis is the person you want behind the lens. I cannot recommend him highly enough, Lewis is a fantastic collaborator with an incredible eye for.”
Produced and assets designed by me for Musto’s 4 part docuseries celebrating women in sailing.
Work that Moves. Content that Connects.
From global campaigns to social moments - a selection of work I contributed to during my time in brand settings, agency and freelance, spanning creative development and delivery, to shooting and editing.
Creating thumb-stopping content that connects brands with culture. From branded content, creator-led content and partnership collaborations.
Spider-Man: Brand New Day × Sony PicturesRole: Creative Producer, OMD
Status: Concept originated at OMD; brought to life post-departure by Hypebeast, Art of Football and Sony Pictures Entertainment
The Idea
While working on the Sony Pictures Entertainment account at OMD, I developed the original creative concept to connect the release of Spider-Man: Brand New Day with global football culture — timing the tie-in to land alongside the World Cup, when football fandom is at its most universal.
The thinking: Spider-Man and football share the same emotional core — folklore, community, belonging, and the idea of "new beginnings." Rather than a conventional film tie-in, the concept proposed a culture-first collaboration: a limited-edition, retro-inspired Spider-Man football jersey, produced with a fashion brand rooted in football culture rather than a generic licensing partner. This positioned the campaign inside football culture, not just alongside it.
I identified the direction, the football-culture partnership model, and the World Cup timing hook as an OMD-side creative recommendation.
What Happened Next
I left OMD before the campaign moved into production. Hypebeast was subsequently brought in as executing partner and carried the concept through to delivery, working with Sony Pictures Entertainment and UK fashion label Art of Football to design and produce the final product.
Credit
Full credit to the Hypebeast, Sony Pictures Entertainment and Art of Football teams for the design execution and production — this case study reflects my role in originating the creative concept and strategic direction during my time at OMD, not the finished product build.
At OMD we launched with Under Armour a new football narrative across EMEA - one built for the players who thrive when the odds stack up and who reshape the sport by refusing to follow the script.
Partnering with an exceptional team at Uncommon Creative Studio, we crafted a fully integrated campaign rooted in culture, honesty, and relentless determination. From social-led storytelling and cinematic moments to striking outdoor takeovers and collaborations with emerging talent, every element was designed to feel raw, real, and impossible to ignore.
This wasn’t just a campaign line - it was a call to embrace friction. A reminder that in sport, as in life, real breakthroughs are forged in the moments that test you most.
Whatever it is, the way you tell your story online can make all the difference.
Over 200 assets per month with a multi-market approach for SharkNinja
Starting a full content production model from the ground up with StrongWatch Productions. SharkNinja was tasked to build awareness of the products across EMEA markets and the Middle East. A multi-market approach to deliver localised content for different regions from one shoot
