SNEAK’s brand strategy is built around Fuelling Different, championing the weirdos, obsessives and people doing things their own way.

I’ve helped shape what that means for the brand: sharpening who we’re for, how we connect with them and the creative world SNEAK occupies. The result is a brand rooted in fandom, subculture and entertainment, with a clear point of view on where we show up and why.

From creator and IP partnerships to the niche corners of internet culture, I define how SNEAK can show up in ways that feel unexpected but authentic — tapping into the communities shaping culture rather than simply following it.

The ambition is bigger than making great campaigns. It’s about building a distinctive brand that can grow without losing what made people care about it in the first place: increasing awareness, strengthening community and creating a world people actively want to be part of.

Because, let’s face it, everything good started with a weirdo.