The Brentford Penguins

One Sunday, a young boy is walking through a park when he sees a group of kids his age playing football. He wishes he could join their team, he tells his mum, but he doubts they’d accept him because he has Down syndrome. Today he plays with Brentford Penguins, a club that never turns a child away.

Since I was a boy myself, football and the community around it have been essential to my life. From joining a team to exercising and socialising, football should be the most accessible sport on the planet – but that’s not always the case. The Penguins’ inclusivity embodies the positive attributes that football and community have to offer.

Growing up, my mum always worked as a learning support teaching assistant. Her love of helping people from all walks of life has been an inspiration. She recognised and nurtured individuals for who they are. Having been friends with kids with Down syndrome and witnessing my mum's dedication throughout my life has given me a real-world perspective beyond the stigma often presented in public narratives.

This project comes from a deeply personal place, informed by my experience in the industry and a desire to showcase a broader range of talent on our billboards. I approach this project with the same level of production and output as a major campaign. The key visuals are campaign-worthy, empowering the incredible people in the images, and by extension, everyone with Down syndrome.