© 2023 KATE TILBROOK


Freelance Creative Strategist and Art Director based in London working at the intersection of youth culture and fashion. 

Kate’s focus disciplines are global creative strategy; product positioning, creative direction, launch and roll-out strategy including digital, retail, social, influencer, events etc etc. Separate from that is art direction and copy-writing which she has been doing for over 8+ years in industry.

Clients – Adidas, ASOS, Aveda, Becca Cosmetics, Birkenstock, Champion, Clinique, Cubitts, END., Estée Lauder, Foot Locker, Footpatrol, Hypebeast, JD Sports, Laura Mercier, MAC Cosmetics, Nike, New Balance, Puma, Size?, Sports Direct, Stock X, The North Face, Trapstar, Vapiano, Vans, Wagamama.

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Nike Lunar Roam Global Product Creative Strategy and Art Direction. 
[Lead Creative Strategist and Art Director with Breaks Agency Ltd.]
Lunar Roam was a first of it’s kind silhouette for Nike. Nothing like it had ever existed before. This uncharted, alien shoe needed bringing back down to earth for a modern day consumer. The only element anchoring this shoe to earth was Lunarlon–a marshmallow like technology born of a desire to create astronaut-like bouncy cushioning foam to serve athletes.


Nike Lunar Roam Global Product Creative Strategy and Art Direction. 
[Lead Creative Strategist and Art Director with Breaks Agency Ltd.]
Lunar Roam fuses space-grade technology with performance pedigree to serve a new generation on their quest for utilitarian and otherworldly style on earth. Utilising surveillance technologies, the Lunar Roam was sighted in central Copenhagen on some other-worldly beings wearing garments from the future.

Nike Lunar Roam Global Product Creative Strategy and Art Direction. 
[Lead Creative Strategist and Art Director with Breaks Agency Ltd.]


Enlisting the creative lens of CSM graduate Yaku Stapleton to curate and assemble a series of bespoke garments to land the Lunar Roam on earth for a fashion experimentalist audience. 

The outcome of this campaign was a fresh global creative strategy document including, product concept, influencer strategy, retail strategy, social strategy, art direction and a campaign shoot to land this exciting new Nike silhouette for a new-age explorer on earth. Delivered in partnership with the Nike Global team in the US.



Nike Field General Global Product Launch and Art Direction.
[Creative Strategist and Art Director with Breaks Agency Ltd.]


Delivering a fresh creative strategy, product concept and creative direction to bring the enigmatic Field General to market for the Global Nike team in Portland.

Traditionally, Nike would throw everything into a sneaker release but Field General was unique in the way it behaved–not jostling for attention in the locker room but quietly playing the field.



Nike Tech Fleece for JD Sports ‘Bingo With Niko and Meekz’ Stills
[Creative Strategist and Art Director with Breaks Agency Ltd.]
Hijacking the feed through an inverted social leak tactic to stir up JD audiences featuring Meekz Manny, Niko Omilana and a plethora of pensioners all dressed in Nike Tech Fleece.


Nike Tech Fleece for JD Sports ‘Bingo With Niko and Meekz’ AV [Creative Strategist and Art Director with Breaks Agency Ltd.]
Meekz Manny is spotted in Blackpool, playing Pat’s 10p bingo with three of his elderly relatives. Pat’s leak a snap to their sleepy Facebook page only to be picked up by titan meme accounts Imjustbait and LinkUpTV who push the content out to millions. Niko catches wind and takes to his socials to mobilise his Niko Defence League audience to challenge Meekz and his nanas to play the real final boss of bingo. 

Bingo With Niko and Meekz was lauded for one of the best performing social campaigns on JD Sports, ever.


Jordan Brand for JD Sports ‘Game Day’
[Art Director and Creative with Breaks Agency Ltd.]
Partnering with The Black Prince Trust, Hoopspace, Jordan and JD sports to curate a basketball event that brought together London basketball players, fans and consumers to attend a one day moment to celebrate the game and surrounding culture.

The day played host to a 3X3 tournament, customisation station, NBA gaming hub and live performances by NSG, Cristale and Santino Le Saint. The event sold out in minutes and was praised by Nike as a ‘best in class’ community brand moment.


Nike Forward EMEA
[Art Director and Creative with Breaks Agency Ltd.]
A digital and social product campaign that humanises Nike’s new forward-thinking fleece technology. Told through forward thinking protagonist-led storytelling for EMEA territories.


Nike Air Force One ‘Share The Floor’ Sturdy Off
[Art Director and Creative with Breaks Agency Ltd.]
A digital, retail and social product campaign for Nike Air Force One and JD Sports captured through the lens of dance by London’s fastest growing dance scene, led by next-gen dance crew Sturdy Off.


Clinique iD launch on ASOS
[Art Director and Creative with ASOS.com]
Skin science but made fashion for Clinique iD’s newest skincare innovation that listens to your skin. Captured through compelling model and product stills for digital and social.


Nike Dunk Disrupt for Size? EMEA
[Art Director and Creative with Breaks Agency Ltd.]
Pandemic production that brought together an all female crew across London and Paris remotely to celebrate the launch of the Nike Dunk Disrupt for Size?. Stills and AV for digital, retail and social.


Sports Direct ‘Get Set’
[Creative Strategist, Talent Scout and Art Director with Breaks Agency Ltd.]
Running culture and conversation almost always cater to the privileged few and ordinary runners have long been overlooked by the industry. Sports Direct needed to shift associations of the sport and provide a fresh perspective.

Inviting twelve next-gen runners to share and discuss the very real and relatable reasons why they run, we took over Sports Direct’s social and home feed to encourage ordinary runners to ‘Get Set’ for running in their city.


MAC Cosmetics ‘Go Play’ launch on ASOS
[Creative and Graphic Designer with ASOS.com]
The final boss of the cosmetics industry meets the final boss of high-street commerce in a wash of vibrancy and colour. MAC has long been the makeup brand for artists and visionaries alike, yet it can feel slightly inaccessible to those without professional training.

Taking the campaign stills and designing a series of tasteful digital assets to live across the ASOS feed and beyond.


The North Face JD Sports ‘Never Stop Exploring’
[Art Director and Creative with Breaks Agency Ltd.]
The North Face are known for their extreme outdoor DNA and advanced product technologies, yet they struggle to connect their mountain born brand to their city dwelling consumers who shop at JD. Despite access to the outdoors being limited for those in built up areas, there is always a way to find adventure on your doorstep.


The North Face JD Sports ‘Never Stop Exploring’
[Art Director and Creative with Breaks Agency Ltd.]
When it comes to the JD feed, having the entertainment factor is non-negotiable. Casting the most hilarious names on TikTok to face the elements together enabled the seriousness of The North Face to play out through a comedic lens. The campaign was shared as a TikTok and IG Reel series across JD and talent social channels alongside a product AV and stills campaign for retail.


Nike JD Sports Mabel
[Art Director and Creative with Breaks Agency Ltd.]
An icon of her time. Zeitgeist pop sensation Mabel tells us about confidence, movement and being the UK’s IT girl through an engaging photo series for Nike Sportswear with a product focus on sports bras.