Role: Strategy Lead, Creative Director, Producer
Partners: Football Beyond Borders, Nike, JD Sports
Location: Moss Side, Manchester
Year: 2023

I led on strategy, creative direction and production for a major community activation in Moss Side, in partnership with Football Beyond Borders (FBB), Nike and JD Sports.

The project centred on the renovation and relaunch of a new all-weather football pitch in the heart of Moss Side — designed not only as a space for sport, but as a long-term resource for creativity, care, and community leadership.

My role included:

• Strategic development of the campaign approach, including community consultation and long-term impact aims

• Shaping the creative vision for the pitch and surrounding activation — ensuring cultural relevance and community ownership

• Leading on production and partnership management, including stakeholders across brands and grassroots organisations

• Embedding a youth- and place-led approach, rooted in deep understanding of Manchester’s cultural and social context

The activation celebrated and amplified local voices, and created real infrastructure for underrepresented young people to thrive — on and off the pitch.

Read more in the Versus feature.