︎

GAVIN CUMINE   ︎


Scottish Creative Director and writer whose creative directed projects both local and global. 16+ years experience. Based in London, available worldwide. Currently @ Above & Beyond. Previously @Lucky Generals. FCB London, Wieden Kennedy London, The & Partnership, Wonderhood, Anomaly, The Or, Mullenlowe, Publicis, 101 LDN, WCRS and Adam&Eve. Have worked in house @Google Creative Lab, Nike & ITV Creative.  Former music journalist for The Times, Independent & NME.


       
︎   gavin.cumine@googlemail.com
︎  NICE REFERENCE


NIKE: ‘LIKE A LIONESS”

Despite record-setting attendance and improved media coverage, women’s football still doesn’t get the attention or cred it deserves.
‘Like A Lioness’ is a platform that gives a voice to womens football. It's a call to action for young generations to own the future like a lioness.
It's an ambition to raise the bar and change the game like a lioness.

Role: Creative Director 
Creatives: Miriam Pick and Chae Seo
Director: Sophia Ray @ Academy 












Like A Lioness Merchandise





        


Rep Like A Lioness

London’s Nike Network helpedfuel the hype for our Like a Lioness merch.












            




                                                        
      


      



Like a Lioness x Tiktok

We worked with Tiktok content creators to fuel #LikeaLioness online through football and dance challenges. All to the soundtrack of Miss Banks Like a Lioness track 


                       
     
   
And we brought the Nike TikTok booth to community partner events, bringing the energy of Like a Lioness to the grassroots.

        



GRM Partnership
London’s female MC’s interpreted what it means to embody the Lioness mentality in 3 Daily Duppy episodes throughout the tournament.

This got crazy pick up online (even Stormzy regrammed!) which further helped us to embeding Like A Lioness into wider culture and music.  

   











Like a Lioness x Marketplace
Like A Lioness  NBY and Well collective sessions took place across in key LDN Nike stores bringing  members closer to the World Cup and the Like a Lioness mentality.



In partnership with the Nike Australia team, we took Like a Lioness Down Under and  offered people Like a Lioness customisation at the pop up Dream Arena store. Lionesses Leah Wiliamson and Jill Scott even dropped by.





Like a Lioness x Spotify

Our Nike Lioness picked their favourite tracks and we created the Like a Lioness playlist, giving fans their soundtrack to the World Cup, Like a Lioness style.






Like a Lioness x Premier League

We maximised exposure for Like a Lioness, leveraging the pitchside LED boards at the start of the Premier League season,further cementing Like a Lioness and awareness of the tournament.