Working with Nike Frazer Conceptualised and Creatively Direct the campaign to launch Central Cee’s new collection with Nike Sportswear.

The idea stemmed from Cench’s dedication to the tracksuit, showing up true to himself no matter what the moment.

Frazer wanted to open with a thumb stopping moment - Cench in the product whilst a baby still in the womb.

The narrative then followed a sequence of key milestones in Cench’s life all the way up to his retirement with hidden easter egg moments throughout.