ESN Sports — UK Launch

Role: Creative Director

The Problem
ESN wanted to enter the UK market. They had no cultural relevance or clear voice.

The Idea
Speak like the culture, not the category

Build a tone of voice and visual system rooted in UK gym culture. Speak the way the audience actually speaks, not like a supplement brand.

What I Did
Brought in by Maker Agency as Creative Director.
I Defined the tone of voice for OOH and social.
Set the visual language.
Built the social approach, including how UGC, influencers and creators would be used.
Led the campaign direction for UK rollout.

Execution
OOH and social built around real gym language and behaviour.
Creator-led content instead of brand-first messaging.
UGC used as core content, not filler.

Result
Increase in brand awareness in the UK market.
Strong social performance driven by creators and community-led content.