Zeina Nassar is a professional boxer who played a major role in changing German competition regulations regarding women wearing a headscarf during competitions. My team was tasked with conceptualising a retail execution, that draws from Nassar’s media advert. We created lightboxes, with photos showcasing Nassar and her female network. As the campaign coincided with the anniversary of the fall of the Berlin wall, we arranged these to reference that old monument of thwarted segregation and oppression. To pay homage to Nassar’s sport, we designed Nike boxing bags to hang around the store and after the campaign’s end donated them to her local gym.
Additionally, I worked closely with Yorkshire-based agency Golden, communicating feedback on the creative and comping retail graphics.
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