My role covered the breadth of content MUNDIAL produced: from innovative social-led storytelling to establishing a market-leading tone of voice, and strategising around changing sports-lifestyle trends, to editing over 20 issues of our award-losing magazine and acting as producer-director for well over 40 commercials for our agency clients.

I also oversaw larger productions in print and video for our agency arm, working with brands to engage an authentic audience in a crowded market.

As one of the directors of MUNDIAL, my time with the brand saw it grow from a one-off fanzine to one of the most innovative and respective publications in sport, ushering in the ‘football as lifestyle’ era with the kind of conversational tone and eye for telling details that would become my speciality.