2025
To mark its 20th anniversary, the Lagos Advertising and Ideas Festival (LAIF) needed a campaign that celebrated its legacy without feeling nostalgic. The challenge was to honour two decades of creative excellence while reminding a new generation that LAIF remains a platform where bold ideas thrive.
The campaign explored two complementary ideas: Gen LAIF, celebrating the generation of creatives shaped by the awards, and The Platinum Edition, recognising LAIF's twentieth anniversary as a Platinum Jubilee. My role was to bring those ideas together into a single visual language that felt both prestigious and culturally current.
The tension between those worlds became the foundation for the identity. Platinum represented excellence, achievement and legacy, while contemporary street culture brought energy, confidence and fearlessness. Together, they reflected the spirit of creative work that refuses to play it safe.
I translated the campaign into a bold visual system built around chrome textures, expressive typography and platinum-inspired finishes that celebrated LAIF's twentieth anniversary without feeling ceremonial. Every element was designed to balance prestige with cultural relevance.
One of the campaign's defining elements was a series of AI-generated "gangsta baby" portraits of the jury members. Rather than presenting industry leaders as distant figures, the portraits reimagined them with humour and personality, reinforcing the idea that creative courage begins with curiosity.
The identity extended across social media, event branding, merchandise and environmental graphics. Award categories were also reimagined as pendant necklaces, transforming participation into something symbolic, collectible and proudly worn. See more of the project here
Working on LAIF reinforced a lesson I continue to carry into every project: the strongest celebrations don't simply honour the past—they reinterpret it. When an idea is clear, even twenty years of history can feel like the beginning of something new.
