Concepted, led, and delivered the creative assets for the launch of IOM’s Global Goodwill Ambassador Programme, a flagship initiative aimed at expanding reach and reshaping public narratives through partnerships with influential global figures. Timed with International Migrants Day, the launch introduced Sir Mo Farah as IOM’s first Global Goodwill Ambassador. The creative approach focused on reframing anti-migrant sentiment by pairing authentic, everyday visuals with Mo’s reading statements about migration—challenging misconceptions and humanising migration.

To support the launch, I co-developed and produced a limited-run TikTok series/ Designed specifically for short-form audiences, the six-video series used a gradual reveal of the ambassador’s identity to build intrigue, encourage repeat viewing, and drive engagement across the campaign window.

I led the project end-to-end, from pre-production storyboarding and cross-team collaboration with communications, social media, and celebrity engagement teams, through to directing a one-day shoot with Mo Farah to maximise both video and photography outputs, and shaping the final edits to support launch momentum and long-term content use.