This was the most important project I have worked on to date. It was the first time in my career that I was allowed to create and deliver a concept that was uncompromising to the original idea. This was validated by the huge online response from the event and the campaign around it. Gymshark had the bravery to make an event knowing that mental health affected all of their community despite it not being fitness related. We partnered with CALM, Curfew Barbers and Lions Barber Collective to create a safe space for men to get a free haircut and have an open conversation with one of the mental health first aid trained barbers. The dialogue around men’s mental health was and is extremely important to me personally and to have a brand allow me to display that professionally was a dream come true and one that I am eternally grateful for.

The space was used to create mental health themed content, notably the Shits n Gigs podcast (if you haven’t watched, it’s side splittingly funny). The barbershop played host to an intimate evening panel talk with adventurer and Gymshark athlete, Ross Edgley, Amputee Athlete, Tyler Saunders, Tom Chapman - founder of Lions Barber Collective and mental health author.

What was in it for Gymshark? I have always said that brands need to be bold enough to prioritise resonating with an audience to get indirect sales vs aggressive sales-led marketing. This event shows that with the KPIs speaking for themselves:

• Unique views: 6.5M

• Number of articles: 20 inc The drum, Retail Gazette, Aswell, Drapers, Evening Standard, Featured on GQs 10 coolest things of the week

• Highlights: Famous 5 #2 Campaign