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Director,  Art Direction, Graphic Design,  
London, United Kingdom

Air Jordan China
Birthplace Of Dreams





Art Direction The goal of this campaign was to spark new dreams by collaborating with the street culture community to create momentum in the birthplace of dreams. The aim was to inspire self-belief by positioning Jumpman as a symbol of aspiration. By putting agitators at the forefront of Jordan Brand’s rotation, we encouraged individuals to express themselves authentically and confidently on their journey toward fearless dreams. I sourced the lead protagonist, Zizi — a recently graduated textile and fine art student from China who moved to London for her degree. Through her story, we highlighted the push within communities to create space for expression, showing how she, and others like her, are making room for themselves and inspiring others to do the same.



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