KELLY
MACBETH
MACKAY


SELECTED WORKS

London-based experimental storyteller.


I push the traditional methods of communication into an experimental domain. My lateral approach to creative work has branched across journalism, spoken word, documentary scriptwriting, copywriting, publishing, editorial and founding an experimental sports magazine, Halftime London, in 2017.

My work deconstructs areas of sport, culture, technology, identity and society. Through experimentation I investigate how these integral themes in livelihood affect the human psyche and global behaviours.

My collaborations include: Nike, Gay Times, The British Photography Journal, Goodsport Magazine, and TEDx with a talk on the importance of supporting grassroots football; something extremely close to my heart as a footballer and coach for Sporting Duet Academy's U14 girls team, co-founder of the women's team and Sports Writer for We Are Social Sport on adidas football.

Collaboration is how the brilliance of creativity is conjured – get in touch with any ideas you may have.



Work


Freelance Copywriter
The Future Collective


Visiting Practitioner
London College of Communication


Sports Copywriter
adidas women/running/football
We Are Social


Culture Consultant
adidas 
On Road Research
Nike
British Journal of Photography
Gay Times

Founding Editor 

Halftime London 

Football Coach
Sport Duet Academy

Creative Copywriter
Goal Girls
Designer’s Anonymous


Press
Good Sport Magazine
ONOFF.TV
Fashnerd
Global Street Art

Publishing
Cold Swimmers

Talks



Royal College of Art
Creative Methodologies: can there be structure to flow?

TEDxUAL
The importance of supporting grassroots sport

PACK: New Rules
Eradicating inequalities across sports industries

MediaCom
Will Artificial Intelligence be the end of creativity?

London College of Communication
How to share stories of grassroots communities through collaboration







Halftime London is an experimental magazine championing women’s sport



Founded by Kelly in 2017, Halftime London has collaborated globally on projects which challenge baseless inequality within sport; asking questions about gender structures through collaborations, such as this print series which asked artists and designers to respond to the statement: 



sport is genderless



@halftimeldn






L0o0ops Exhibition, 2020


Royal College of Art
UX, Narrative, Copy