Caitriona M

sport & cultURE

brand /creative

& comms

Brand and creative leader with over a decade of experience shaping global campaigns across sport, culture and lifestyle.

Specialising in Global Brands, Sports, Womens, Gen Z lifestyle, Culture, Trend and insights.

YOUR COMFORT ZONE WILL KILL YOU

✦

YOUR COMFORT ZONE WILL KILL YOU ✦

the open 2025

The Open isn’t just watched. It’s felt. And it’s felt in its extremes. At Royal Portrush, shaped by wind, rain, and the unpredictability of the North Coast, this course is legendary - known for its unforgiving terrain and ever-changing conditions.

Brought in by Fanatics & The Open as Creative Production Lead on the ground in Northern Ireland, I was responsible for translating a global vision into something tangible, culturally relevant, and rooted in place. Working at the intersection of brand, product and environment, leading end-to-end creative production across the North Coast ensuring every touchpoint captured the energy of the Championship while elevating its cultural edge.

In partnership with The Open, we developed a product range designed not just to commemorate the event, but to reposition it - shifting golf from tradition into something more expressive, more wearable, more current. In a sport long defined by convention and rigid codes of dress, this was an opportunity to introduce a more style-conscious perspective, one that felt contemporary without losing its heritage.

Rooted in nature, driven by instinct, and executed live, the ambition was simple: take something historic and make it feel cool again

fifa womens world cup

Women’s football is on fire, and next gen icons were ready to take the 2023 Women’s World Cup by storm. But despite record-breaking viewership, the game struggled with the prevailing mentality that ‘no one watches women’s football’ Snooze. So we teamed up with Alessia Russo, Lena Oberdorf and Mary Fowler, to show the world just how good women’s football really is. Across all platforms, we captured the world reacting, including legends like Messi, Beckham, and Ian Wright – bringing to life adidas’ biggest WWC campaign with the greatest new players on football’s biggest stage. By placing our athletes skills front and center, we decided to create FOMO, attack perception from a new angle, celebrate the game, and allow them to Play Until They Cant Look Away.

Results showed that adidas captured 285M viewers, and was the most talked about brand of the tournament, getting +8% more PR buzz than Nike.
Our audience sought us out with an 18.7% increase in “adidas football” searches during the event period.
But our biggest win was being part of the many brands who went hard in support and celebration of Women’s Sport.
Making it the biggest sporting event of the year, and getting more eyeballs on women’s football than ever before.

the ridiculous run

DREW ROSE TO NOTORIETY PRODUCING CONTENT FOR YOUTUBE AND TIKTOK SUCH AS MUSIC REACTION/REVIEW VIDEOS, OUTFIT HAULS, AND ALL THINGS RELATED TO STREETWEAR CULTURE. AS HIS COMMUNITY GREW, A MONETIZATION PLAY BECAME A CLEAR EVENTUALITY, GIVEN HOW A STRONG SENSE OF BELONGING / IDENTITY IS CULTIVATED WITH HIS FOLLOWERS.

92% of women don’t feel safe when running. A sobering but real statistic that kick started this campaign.

Then there are the rules. Don’t run at night, don’t run in a ponytail, make sure you share location, don’t wear that, never run alone. It’s shocking how going for a simple run, has become a matter of life and death. The onus shouldn’t just be on women, Running needs all of us. As a brand, adidas cant stop gender based violence, but they can raise awareness and enact behaviour change.
A sensitive topic, and a tricky tone to manage. Women are sick and tired of it, it’s infuriating, its f**king ridiculous.

So let’s show the world how ridiculous it is. Motorcades, quad bikes, skaters, an urban cowgirl on a horse, a whole gang to protect you. It shouldn’t take all of this.
Our viral campaign saw us gain headlines across the world and even pitched us against that Samsung ad. Our running app downloads saw a huge increase, alongside traffic to the adidas runners ‘with women we run’ challenges. Most Importantly, it created much needed dialogue on the topic, and drove publicity for our white ribbon charity, who raise vital funds to combat violence against women.

the bra revolution/ breast gallery

PURE MELTER GAA AI BRAND

NEW!

PURE MELTER GAA ( OWNED CLOTHING BRAND )
My AI conceptual GAA lifestyle brand that takes the cultural landscape and art direction of today’s youth and blends with the traditional sporting codes and languages of Irish sport re-imagined. Irish culture and sport is having a renaissance, and the average GAA fan today identifies with this tonality.

Two real world products launched, capturing the energy of electronic and sport culture in Ireland.

MORE PROJECTS :

90% of women wear the wrong sports bra size, often because diverse bodies are under-represented. So adidas re-designed an entire line of sports bras and launched them in over 60 different sizes. This came to life via a hotly debated campaign, to show exactly why this needed to be done. Introducing a whole line of bras without showing a single one.

A Creative Direction initiative to re-launch a new direction for womens, we set about mood boarding and concepting with an all womens team internally. The goal was to set a fresh look feel and tone that was all about overtly celebrating all body types. With our agency TBWA, we wanted to show real women, real bodies, and not shy away from that. Women are too often sexualised, and shamed for merely existing and having body parts. I’m not sure we knew exactly how the agency would take this direction andbuold from it, but it couldn’t have been more bold. A simple tweet of our beautiful real women started a free for all on social media. Ready for the outrage, conversations sparked, and women feeling seen and heard. Overwhelmingly the response was positive for the audience it was intended for. Products flew off the shelf, we even had some other brands weigh in to support us.

Yeah sure, the ad was banned in some places….but you don’t change the game by playing safe.
What we were able to do, is start a dialogue, and really probe, why are people still so scandalised by a woman’s body?

Áit ina bhfuil Ár Dteaghlach Uile

Áit ina bhfuil Ár Dteaghlach Uile o

MADE WITH NATURE /// STAN SMITH X MYLO

CREATIVITY GETS YOU NOTICED / ADIDAS FOOTBALL

CREATIVITY GETS YOU NOTICED
Sport has the power to change lives. In 2017 we scouted and brought together an incredibly talented group of footballers from across the Globe. Mickeal, Brice, Cekinho, Riccardo, Carlos, Jose, Seun, Cedric. They had never met before… but they all shared one common language Football, and one common goal, become one team. How do these kids stand out in todays hyper celeb money driven football landscape? By taking the Real Madrid grounds by storm and making sure Zizou noticed them. Creative Direction, Art direction, visual language and BTL creation from our team on this Global film shoot. This set firmly our Creative Vision for football “stadium to street”.

BUILT WITH BIOLOGY, CRAFTED BY HUMANITY, MADE WITH NATURE.
Concept, creative, Art Direction, Production by a two person team and a small web of freelancers, in the midde of a pandemic, all on a laptop… this one was a wild ride, But the end result felt fresh, magical and very of it’s dystopian time. A groundbreaking technology, working with the planet, Mycellium used to grow sneakers? i’m in!