Dami Khadijah [pronounced ‘Kah-dee-ja’] is a London-based Strategy Director, Creative Director and writer working across culture, audiences and media.
Her practice begins with insight: finding the human tension beneath a brief, question or observation, then developing the strategic foundation, creative framework and words that allow the idea to take form.
Her career spans branded content, publishing and social-first media, with experience across BBC StoryWorks, CNN, Refinery29, and Twitter, alongside global brands and cultural institutions.
Across her independent work, Dami explores the intersection of art, anthropology and the human experience through writing, moving image, cultural programming and original formats. Her work includes the Tribeca-selected film ‘Allumuah’, African cinema platform Mother Drum and visual project ‘Born in the West, Raised by the East’.
She is also the founder and creative lead of an upcoming space, a selective multidisciplinary house and creative practice developing original work, cultural experiments and chosen commissions.
Creative Strategy / 2018 For Stella McCartney x Refinery29
Idea:
Experiential in-store recycling branded station
British fashion designer Stella McCartney recreated the iconic Adidas Stan Smith trainer by crafting it from vegetarian leather for the first time. McCartney, a lifelong vegetarian and sustainable campaigner, created the leather-free trainers from 100 percent recycled polyester.
In conjunction with the opening of her store which is an embodiment of the label’s sustainable ethostore, the designer wanted to promote the launch of both her store and trainers collaboration. The branded content solution was to offer Refinery29 readers 10 percent off the new Stella #StanSmith sneakers at its new store at 23 Old Bond Street by recycling preloved Adidas Stans using a custom Refinery29 recycling station, which ran until September 23 2018.
