adidas Football - Creator Base

Over five days during the 2018 World Cup, adidas Football breathed new life into Shoreditch by erecting a Creator Base. Some of the most talented individuals from the realms entertainment, football and music descended on Shoreditch to showcase their skills.
With consumer exprience agency TMS I worked as a cultrual strategist - developing concepts/ideas, and deeply diving into what it means to be a creative in London.
To gain unique perspective and insight into the minds of young Londoner's, we gathered a crop of the city's most creative and promising minds from across the fields of film, music, entertainemnt and sport.
From co-creation sessions, intensive 1-to-1 interviews and heavy brainstorming, we emerged with a broad selection of ideas. These included football cages, DIY-sneakers, creative workshops, stunning live performances, FIFA tournaments and more.
The five days were filled with a extensive range of activities and included involvement from some of the most respected and well-known creators from London town and beyond. And the public were treated to live performances fromStormzy, PLACES+FACES, Not3s, Fredo, AJ Tracey, Skepta and more, capping off a memorable week in the capital.

Project Tags


  • The Marketing Store

    The Marketing Store

    • Marketing & PR
  • Adidas Group

    Adidas Group

    • Fashion and Textiles


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Writer. Researcher. Cultural Strategist.
Motion Art Director
Marketing Manager