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Baller League

As Global Creative Director at Baller League, I owned everything the audience ever saw. From conceiving and directing the first launch video to briefing Will Smith at The O2 Arena, every creative output, branding, broadcast, kit design, social content, scripting and storyboarding had my stamp on it. Built from zero, the brand grew to 1.5M+ followers, 1.1B organic short-form views and 31B impressions across two UK seasons, becoming the most-watched under-24 sport in the UK and the country's number one YouTube live-streamer in 2025.

Date

2024-2026

Role

Creative Direction, Art Direction, Design Direction, Oversight, Multiple territories

A NEW ERA OF FOOTBALL

As Global Creative Director at Baller League, I led the creative vision behind one of the most culturally disruptive sports entertainment brands. I owned the entire creative output- end to end, top to bottom. From the very first launch video to briefing Will Smith at The O2 Arena, every consumer-facing touchpoint had my fingerprints on it. Conception, scripting, storyboarding, directing - with A-list talent and on the world's biggest stages. The branding, broadcast, partnership decks, kit design, social content… you name it- nothing went out without my stamp on it. Every output was engineered around a single north star: Baller League is for the streets, led by the streets.

My mandate was to build a digitally native football competition that understood attention is currency and grew a brand new audience organically. The model repositioned creators not as endorsers, but as genuine stakeholders - team owners and managers with real skin in the game. Combined with elite football talent, live-native streamers, and culture-adjacent creators spanning fashion, music and lifestyle, we constructed a weekly live entertainment product that turned matches into moments and managers into icons across core and emerging fan bases.