❋
The Last Stand
The Process
The Last Stand started with a conversation between me and the founder of The Last Stand, Gundeep. We quickly realised that we were both interested in the same thing: preserving the stories, spaces and cultural details that are often overlooked until they disappear. This is when he tasked me with coming up with a few campaign ideas to launch The Last Stand globally during the world cupMy process began with research and cultural observation, looking at the wider context around the project and identifying the stories, references and themes that felt most meaningful. From there, I shaped the editorial direction, refining the narrative and visual language so the final work felt considered, culturally grounded and emotionally resonant. The approach was instinctive but research-led, balancing strong storytelling with a clear sense of audience and purpose.