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

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.

Insitu_1

Dark-Screen-V2

Artboard-1-copy

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Artboard-1-copy-2

Artboard-1-copy-6

Artboard-1-copy-4

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Artboard-1-copy-21

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Artboard-1-copy-20

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

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

title-animation-1

title-animation-2

title-animation-3

title-animation-4

Ai dj khaled illustrations made with mid-journey.

jongregorya_DJ_Khaled_playing_soccer_full_body_scoring_a_goal_h_e0b7a448-ef7a-4e24-af48-fc876c0c5c08

zesousaz_dj_khaled_shadow_boxing_a_cage_stadium_neon_lights_by__fb1a6699-a378-4a8e-ab87-42a25d0423c1

zesousaz_dj_khaled_jumping_in_the_air_doing_a_drink_playing_bas_a0f2f0f3-aa6a-4a4b-a2ab-22e98ef28ceb

zemanel_dj_khaled_skateboarding_by_bruno_mangyoku_dan_mumford_a_c8e6559d-0c83-47c8-9986-13fc80304ff1

Tesco iconsTesco

Bundles of joyBurger king

Finger Lickin’GoodKFC

Commit to NothingSun & Sand Sports

Together ApartStella Artois

The imitation jarHellmann's

Gravy candleKFC

Make Time for The Life ArtoisStella Artois

Make your playDoritos

Defiant DancerMother London

KFCHILLSocial / Mobile

Twisted toys5Rights

IKEA x VIRGILIKEA

Out of the blueIKEA

IKEA x SonosIKEA