On the adidas advert that changed his life
I grew up in east London, and was very much in that grime generation. I used to see a lot of the old-school grime MCs in my area – Boy Better Know, Ghetts, D Double E. When I was 13 or 14, there was an adidas ad featuring a grime artist called J2K, where he’s rapping and promoting their line, and I was like, ‘I want to make that.’ I didn’t know how to do it, but I knew I had to be in that world – editing, scriptwriting, casting, music. I wanted to find a role where I could contribute holistically to creative. After uni, my friends and I made a magazine called Motive Magazine, and put him on a cover. So there was a nice full-circle moment where I got to interview J2K and go in like, ‘Yo, you inspired me to get into the creative industry.’ I still see him from time to time – we actually went to Carnival together.
On working for brands you believe in
When it comes to work, I’ve always prioritised my own happiness and tried to work for brands I’m passionate about. Because if you enjoy what you do, you’re going to produce better work and the experience is going to be more fruitful. So when I saw the role at DICE, it just made sense – I’d already been using DICE, and I’m always at a gig or an event, so I can speak on behalf of the consumer and influence how things are for fans from the inside.