Commit to Nothing – Miguel Sousa

Sun and sand Sports
Commit to nothing
x Dj Khaled

Sun and sand Sports
Commit to nothing

Role: Art direction & design
Mother London 2022

Project description

Sun & Sand Sports, the biggest sports retailer in the Middle East, wanted to launch their first global campaign with a bang. We realised all sports brands were yelling the same thing. Train hard, sweat, be the best, reach glory, and Gen Z was sick of hearing it. So we encouraged them to do the exact opposite: Do whatever’s fun, play one thing, and move on to the next. Commit to nothing.

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1.-DUBAI-GIANT-_-5-panelssep

Ai container pop-up shop made with mid-journey.

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Ai dj khaled illustrations made with mid-journey.

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