A lot of brands celebrate women in sports in inspiring ways, but often the conversation still conflates athleticism with gender normative ideology. When The 18 asked us to create a campaign in advance of the 2016 Women’s World Cup, we decided to turn the topic on it's head and show that power is neither masculine nor feminine, it’s just power. The campaign was an instant hit and won several awards.

Involvement: Concept, Copy, Art Direction, Photography