Working on Nike’s Partner Experience team, I contributed to refreshing the retail design language within JD Sports, with Meadowhall serving as the first flagship pilot for a concept intended for global rollout. My work focused on graphic creation, creative direction, and retail storytelling, shaping a cohesive Nike environment while bringing the heritage of Air Max to life through the Home of Air concept.

Key Contributions

/Graphic & Spatial Design: Created 365 bespoke graphics, from wall bay patterns to rug graphics, establishing a cohesive visual language across the retail environment.

/Creative & Art Direction: Art directed motion graphics and fixture design agencies, ensuring consistency across visual and spatial touchpoints.

/Retail Storytelling: Shaped the Home of Air narrative, developing initial concepts, rough drafts, and sketches to translate the unique history of Air Max into a compelling JD retail experience.

/Creative Execution: Briefed supply vendors and oversaw their work, ensuring creative intent was translated into the final environment.

/Recap Direction: Briefed the Video Agency to recap and capture the store in full extend.

Collaborators:

Nike Partner Experience, JD Sports, motion graphics agency, fixture design agency, supply vendors.

For Nike’s internal cycling kit 2026, the focus was on bringing brand DNA into performance apparel through subtle texture and storytelling. We reworked Nike-inspired DNA textures into an understated all-over print across the sleeves, creating a quiet but recognizable connection to the brand identity. The logo system across the shirt takes cues from professional athlete kits while keeping the expression clearly Nike. Built around the idea of “out of office and into the outdoors,” the color palette was designed for flexibility, allowing each piece to be styled, mixed, and worn together as a complete, cohesive kit. I led the design phase on this project and the artworking. We collaborated with our partner Gobik to bring this Kit to life.

Key Contributions

/Graphic Identity & Kit Design: Led the design phase and artworking for the internal Nike cycling kit, translating the concept into a cohesive performance apparel system.

/Logo & Story System: Developed a logo language inspired by pro athlete kits while keeping the full shirt expression clearly Nike and connected to the “somewhere outside” story.

/Color & Styling Flexibility: Shaped a flexible color palette with the team, so the pieces can be styled, mixed, and worn together as one complete kit.

/Photography & Art Direction: Took the photos and led the art direction for the kit capture, ensuring the final imagery reflected the outdoor narrative and product attitude.

Working in-house on Nike’s Brand Creative Retail team, I develop long-term retail installations across EMEA that help create the epicenter of sport within the store. My work focuses on permanent 365 storytelling environments, defining the narratives and experiences that remain in-store for up to five years.

In this reel, I showcase selected store projects where I contributed to key design elements and, in some cases, led the overall story design direction.

Key Contributions

/Graphic & Spatial Design: Led concept-driven retail projects, elevating graphic systems and spatial storytelling across EMEA stores. Exploring graphical solutions across print, materiality, and space.

/Retail Storytelling (2D & 3D): Created impactful storytelling elements. From façades and large-scale graphics to material applications and digital content, enhancing the in-store journey.

/Cross-Functional Leadership: Collaborated with layout planning, store design, project management, and marketing to align creative vision with execution.

Collaborators:

Brand Creative Retail (Strong Collaboration with every Team member of Story, Store, Layout & Leadership team), Partners and agencies, Store Photographers, 3D-Designer, etc.

Over four months, I collaborated closely with the lead art director to shape Adidas’ TMRRW employer brand film, a project that connects through the power of sport.

The film showcases people across disciplines, roles, and backgrounds, united by a shared purpose. The goal: position Adidas not just as a sports brand, but as a cultural force driven by collective ambition.

Key Contributions

Strategic Concept Development
Co-developed the narrative framework, storyboard, and visual strategy, aligning creative direction with Adidas’ employer brand vision.

Motion & Visual Language
Designed and executed motion graphics that defined the film’s rhythm and energy, ensuring a modern, dynamic tone.

Photography Direction
Captured all photography assets to build a consistent, high-impact visual identity across formats.

On-Set Creative Leadership
Art direction for styling, helping maintain aesthetic precision throughout the shoot.

Post-Production Integration
Consulted during editing, developed animation drafts for seamless integration, and crafted visual collages for the final cut.

Collaborators:

Close collaboration with Bob Van Boven (Lead Art Director), Production (Nadjim Tsouli), adidas Employer Branding Leads. Marketing (Andre Reyes)

CHX — Trail Race Documentation
Passion Project | Photography / Documentary Storytelling / Editorial Direction

CHX is a personal passion project documenting a multi-day trail running journey. Following the runners across the route, I captured the experience as it unfolded, from the physical demands of the terrain to the quieter, more personal moments in between.

The project brings together my interests in documentary photography, visual storytelling, and editorial design. Through an observational approach, I followed the runners throughout their journey, capturing their individual experiences, interactions, struggles, and moments of connection.

I am currently developing a zine that brings these fragments together into a cohesive editorial piece. Combining photography, personal quotes, field observations, and details gathered along the route, the publication explores the relationship between movement, endurance, and self-discovery.

A key part of the project is giving each runner space to reflect on their own experience. By collecting their words and perspectives, the zine moves beyond documenting the race itself, becoming a more intimate record of what it means to show up, navigate uncertainty, and make the journey your own.

My contribution
/ Documentary photography
/ Visual storytelling
/ Editorial concept and direction
/ Interviewing and personal quote collection
/ Zine design and publication development

The project is currently in its editorial development phase.

In close collaboration with the Jordan Brand team, I helped define and elevate dedicated Jordan areas within Nike stores across EMEA. With no existing retail direction to build on, we developed new design solutions from the ground up — delivering bold, premium brand spaces in Barcelona, Berlin, Paris, and London that established a distinct Jordan presence within Nike.

Key Contributions

/Story-Led Retail Design
Supported and shaped the new Jordan retail direction by sourcing graphics, materials, and installations that translated the brand’s future vision into physical space.

/Brand Positioning in Shared Environments
Defined how Jordan shows up within Nike stores — creating bold, premium moments that drive distinction despite spatial and architectural constraints.

/Cross-Functional Leadership
Strengthened collaboration across Jordan Brand, retail design, and key stakeholders — connecting teams and driving alignment to deliver under tight timelines.

/Agile Concept Development
Worked in a fast-paced, solution-focused environment, making quick, strategic decisions to execute impactful retail experiences within short timeframes.

Collaborators:

Magda Mierzejewska (Layout Designer), Barbara Sanz (PM), Heino (Architectural Design), Will Haward (Art Direction Jordan Brand), Jasenka (VMS), Jonathan (Retail Marketing) + Brand Creative Retail LT

In collaboration with Saltyyyy V, I independently art directed and developed the concept for Luminism — a visual project blending futuristic hip-hop with classical art influences.

This project captures contrasts of dark and light, classic and futuristic, echoing the luminists' use of indirect lighting reminiscent of Impressionism. Luminism is more than a music video, it's a complete visual experience with song clips on Spotify and a cohesive promotional package for social media, reflecting the unique fusion of influences that define Saltyyyy V.

Key Contributions

/Concept & Storyline: Developed the concept and storyline, closely collaborating with Saltyyyy V to integrate personal elements from her life into the visual narrative.

/Art Direction & Photography: Directed the on-set photography, guiding the DOP and lighting assistant to achieve the desired aesthetic.

/Comprehensive Visual Experience: Created a cohesive visual package that includes the main music video, individual song clips for Spotify, and promotional content for Instagram and other social media platforms.

Collaborators:

Vi Pham (Saltyyyy V - Artist), Nils Ritter (Gaffer), Steffen Metzger (DOP)

This exclusive Nike EMEA employee kit was developed in collaboration with the supplier Gobik. As part of the Nike cycling club, I developed the graphic identity and overarching narrative, drawing inspiration from race cars, mechanical precision, and endurance-driven obsession. The kit connects Nike’s “There Is No Finish Line” manifesto to long-distance cycling, capturing the intensity, focus, and obsession of long-distance rides and translating it into a full-body graphic kit, highlighting speed and performance. To push the creative process further, I leveraged AI as a design tool, generating all mood imagery and direction visuals through new AI tools. This not only accelerated the concept phase but also allowed me to simulate the product in action and refine storytelling through modern technology.

Collaborators:

Evan (Designer Support), Nike Internal Cycling Ambassadors

Created to introduce the redesigned TERREX logo, this modular graphic transforms the logo into a puzzle-like system applied across a wide range of garments, from jackets and tights to base layers and ski gear. The pattern adapts to various cuts and materials while ensuring brand consistency, helping unify the product line and position TERREX as a distinct sub-brand within adidas. In use from SS22 through FW24.

Key Contributions

/Concept & Graphic Development: Designed apparel graphics from concept to final execution, translating brand stories into bold, wearable visuals aligned with seasonal narratives.

/Cross-Functional Execution: Collaborated with product, marketing, and production teams to ensure design integrity, print quality, and cohesive brand expression across collections.

Collaborators:

Close collaboration with Nike Singer (lead graphic designer) and the Terrex Product Design team

Developed a campaign series redefining act’ble’s photographic identity by positioning ballet dancers as elite athletes.

In collaboration with the "Karlsruhe Staatsballett", the project moved beyond traditional, delicate ballet imagery to reveal the strength, precision, and physical intensity behind the art. The pointe shoe was reframed, not as a symbol of grace alone, but as a high-performance tool essential to a dancer’s discipline.

Key Contributions

Concept & Story Development
Created narratives spotlighting athleticism, resilience, and dedication.

Direction & Production
Directed and filmed the majority of content, guiding the DOP to ensure a bold, performance-driven visual tone.

Choreography Collaboration
Co-developed choreography with a professional dancer and directed on-set performance with technical ballet supervision.

Visual Language & Strategy
Defined the brand’s photographic language across still and motion and supported social media rollout to amplify impact.

Collaborators:

Nils Ritter (Gaffer) , Steffen Matzger (DOP) , Sophia Lindner (Owner of Startup)