- Category
- Brand Activation / Social Media / Generative AI
- Client
- Decathlon Middle East
- My Role
- As a project in TheOthers TV Studio, I worked closely with the Creative Director throughout the execution of the pieces once the direction was approved by the client. I took an active role in translating it into the final visual identity and campaign assets. My main focus was on the generation and composition of the imagery using Generative AI, the conceptualisation of graphic elements and applications, the development and execution of window displays across all 14 Decathlon Middle East stores, as well as a range of social media and in-store assets.
- Year
- 2026
The concept centred around getting back into a routine while connecting sports with the things children are passionate about, such as gaming. The aim was to create a visual universe that felt distinctly Decathlon and sport-driven, while also speaking directly to children and their interests, bringing the excitement of play and gaming into the world of sport.
Using generative AI, we developed a series of images featuring children immersed in both school and sporting environments, creating relatable scenarios where Decathlon products, clothing, equipment, and accessories became a natural part of the visual narrative.
