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.

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

Ai dj khaled illustrations made with mid-journey.