As part of Etihad’s ‘10 New Destinations’ global campaign, I led the creative for the Manchester City partnership activation, bringing a fresh energy to the launch through the lens of sport. Working as a hands-on creative director, I shaped the sports partnership strand of the campaign, weaving Etihad’s new destinations into engaging football content. From concept to delivery, I collaborated closely with Man City Football and the Etihad marketing team to create assets that tapped into fan culture while promoting Etihad’s expansion. This included dynamic social content and matchday activations, connecting football fans to the idea of exploration, travel, and Etihad’s growing global network. The result was an engaging crossover between travel and sport.