Based in Malaysia. Open to roles globally.

Work Guinness × Art Of Football Jersey

Guinness ×Art Of FootballJersey

  • Creative direction
  • Styling
Five friends in the Art Of Football × Guinness jersey around a kitchen table

Art Of Football teamed up with Guinness on a limited 25/26 jersey. As a freelance creative director with Sambal Lab, I treated it as a fashion brand shoot, not a sports one.

I shaped how the campaign looked and felt, from moodboard to styling to locations, for stills and motion.

Brands
Art Of Football × Guinness
Product
The limited 25/26 jersey
Agency
Sambal Lab
My role
Freelance creative director and stylist

The direction

Less like a football kit, more like contemporary streetwear. Layered, relaxed, among friends sharing a pint.

The thinking

I styled the jersey the way people wear it off the pitch: in the bars and back streets of Kuala Lumpur, as part of an outfit rather than a uniform.

What I led

  • Creative Direction
  • Styling
  • Talent Scouting

The moodboard

Blending streetwear fashion with sports culture

Moodboard slide: the garment, front and back, with its three colours
Moodboard slide: the female lookbook, with textures, layers, mauve, denim and leather
Moodboard slide: the male lookbook
Moodboard slide: references from Art Of Football’s regional shoots
Moodboard slide: a collage of streetwear and football references
Moodboard slide: the alley scene

The campaignKuala Lumpur, 2025

Two models in a narrow alley covered in murals
Two jerseys laid flat on red tiles
Close-up of a model laughing in the jersey, with a friend leaning in
Three models posed in a warehouse with a brick wall
Seven friends in the jersey gathered around a bar table with pints
A model in the jersey, from the campaign
Four models posed among plants
Friends seated on a staircase outdoors
Three models in the jersey against a warm studio wall
Another look from the campaign
Three models at a round bar table
Two models in the jersey under a bar canopy

Output

Live on Art Of Football’s socials

The campaign launched on Art Of Football’s Instagram and Facebook.

The campaign post on Facebook

Facebook

Shared on Facebook

Art Of Football on Facebook

More work