Role: Experiential Designer and Lead Creative at Studio Messa

Location: Collingwood, Melbourne

Brief: Reinvent the seeding suite format for Nike Football's 2025 season, coinciding with the 25th anniversary of the T90 collection. Create an immersive content studio that puts catalysts and athletesnside a world built from the aftermath of football, generating shareable content that connects the T90 revival to a new generation.

Key Responsibilities:

• Collaborated with Nike's appointed creative director to develop the activation concept, leading all spatial design, visual creative direction, and on-site styling from brief through to execution.
• Translated the "Icons Reign" campaign world into a physical environment built around four distinct content capture zones: The Goal, Midfield, T90 Legacy, and The Stands.
• Developed the spatial materiality and atmosphere, working with aged metal, cracked concrete, industrial mesh, and tunable neon lighting to build a raw, battle-worn football world.
• Designed the T90 Legacy zone hero installation, a surrealist giant football that has landed on a 2002 BMW as a centrepiece sculpture, referencing the iconography of the original T90 campaign.

Outcome: Delivered a two-day invite-only content activation in Melbourne for Nike Football's 2025 season launch, marking the 25th anniversary of the T90 collection. Hosted brand catalysts and Nike athletes with campaign assets generated on the day featured on the Nike Australia homepage, connecting the T90 revival to a new generation of football culture.