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Creating a go-to destination for youth culture
JD Sports
Creative Lead
The challenge
JD wanted to be the top youth entertainment destination, but its channel lacked identity, cultural relevance, and audience connection. A full reset was needed.
The insight
Unlike its competitors, JD had real-world credibility in music, sport and culture. Its channel didn't.
My response
A complete channel overhaul...
↳ Embedded music, sport & culture as core brand pillars
↳ Developed a fresh slate of 6x YouTube formats + original social original formats
↳ Established a full, always-on publishing strategy
↳ Provided end-to-end oversight across scripting, shoots, art direction, edits, design, titling & thumbnails
Channel Results (1 Year):
+150% VIEWS
*with over 50M views
+182% ENGAGEMENTS
+46% REACH
*massively increasing share amongst its target audience
+ PARTNERSHIPS
with Nike, adidas & Nicce
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The Masked Rapper
The show that put JD back on the map. 4 Seasons. Millions of views.
Nike + adidas partnerships.
Ft. Digga D, Ghetts, Bugzy Malone, Daniel Sturridge + more.
The Timeline
A talent-led interview deep-dive, but make it JD ft. Aitch, GK Barry, Miniminter, ShitsNGigs & Alejandro Garnacho.
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What's the Story?
A line-up format tapping into blog-style pop culture while introducing JD’s next generation of YouTube talent.
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+ original social captures
Maximising shoot days by capturing bespoke social content - expanding impact beyond the main formats.
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