ROLE: Creative Director

CLIENT: Reebok

Reebok came to me with a library of footage they had captured across a range of talent and asked me to turn it into a hero anthem film, along with a series of social cutdowns.

The challenge was building one cohesive story from footage that had already been shot. Working directly with the Reebok team, I assembled a creative team and mapped the film clip by clip, finding the rhythm, structure, and narrative that could tie the different worlds together.

The voiceover was written specifically for Tobe Nwigwe, so every line had to feel natural in his voice. My creative partner, writer Michael Green, and I shaped the script around the way Tobe speaks, making sure the copy felt like something he would actually say rather than something written for him to perform.

I then led the voiceover session with Tobe, working through the language and delivery with him to make sure he felt comfortable with every line. From there, I worked closely with Roadside Entertainment and the Reebok team through post-production, guiding the edit from the first assembly through final delivery.

The result was a large-scale anthem film that brought together different athletes, artists, and forms of movement under one idea: sport is bigger than competition. It is culture, expression, discipline, community, and everything in between.

MY ROLE:

  • Creative development:

    • Built and led the creative team

    • Developed the structure and narrative for the hero film

    • Mapped the edit clip by clip using Reebok’s existing footage

    • Worked with Michael Green to write the voiceover specifically for Tobe Nwigwe

    • Developed the social cutdowns alongside the hero film

  • Execution phase:

    • Led the voiceover session with Tobe Nwigwe

    • Worked with Tobe to refine the copy and shape the final delivery

    • Partnered directly with the Reebok team throughout the process

    • Led creative through post-production with Roadside Entertainment

    • Oversaw the hero film and social edits through final execution

TEAM

  • Client: Reebok

  • Creative Director: Jay Lledo

  • Writer: Michael Green

  • Voiceover: Tobe Nwigwe

  • Production and Post: Roadside Entertainment

 

SOCIAL CUTDOWNS: