“Propel Your City”

I generally only post work I directed here, but I have a lot of love for this one. As the Agency ECD, working with the fams at Invisible North again, I creative directed this film launching Propels ‘Propel Your City Campaign, featuring Michael B. Jordan and directed by the talented Nabil Elderkin.

As a boxing fan, working with the star (and now director) of the Creed series was an instant yes for me. Propel partners with local, grassroots organizations to promote and support health and athleticism. We focussed on the work that they are doing with Walk Good LA, an organization that is dedicated to bringing people together from all walks of life to heal in solidarity through the arts, health and wellness.

Showing the work that Propel is doing in an authentic fashion was essential to us, so focussing on Walk Good LA made total sense, as Michael's brother is an active member of the community.

Big thanks to Nariman Hamed, Amber Ward, Nic Barnes and the rest of the Invisible North family, Khruangbin for the music, Nabil Elderkin, Walk Good LA, and MBJ and his team.