Play On is Unilever’s platform celebrating sport as the home of good dirt: the marks, stains and wear that come from showing up, rather than performing perfectly.

Developed for the D&AD New Blood Awards during the Art Direction Master at IED, the brief asked us to create a culturally relevant moment capable of bringing this idea to life.

Our response was Swap On, a match-day activation in which Juventus players exchanged their shirts with supporters wearing old, worn-out jerseys. Instead of celebrating pristine kits, the campaign turned signs of use into a symbol of loyalty, resilience and shared identity.

I contributed to research and concept development, helped shape the campaign identity and presentation narrative, and designed the motion language for the case film.