DIRECTOR'S   NOTES

Decathlon UK was the first globally recognized brand to bring me on board for a full-scale refresh of their video content. What started as a brief to inject new life into their UK visuals quickly evolved into a two-year creative partnership, working closely with their marketing team to redefine their brand identity. Huge credit to Karis and her creative team, who were incredible to collaborate with throughout the process.

Decathlon UK needed more than just repurposed European content with overdubs - they wanted a distinct, localized visual identity that resonated with their audience. We started with event recaps for store openings across the country, capturing the energy of their community-driven brand. That quickly expanded into ‘How To’ educational videos, in-store photography and reactive social videos.

As the trust grew, so did the project range. I found myself producing internal communications, Christmas ads, and traveling across Europe to film Decathlon’s product teams designing and testing new sporting ranges in their Lille and Hendaye headquarters.

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Over the course of 20+ projects, the content we created racked up millions of views and interactions, appearing across social media, online articles, in-store displays, and internal communications. More than just boosting engagement, it gave Decathlon UK its own visual language - something fresh, consistent, and unmistakably theirs.

Watch our case study film to see highlights from this creative partnership, and check out ‘Leggings for Everyone’, one of my favorite projects with the team.