Kelly Macbeth Mackay


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.

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


Senior Lecturer of Creative Copy 
Falmouth University

Creative Content Strategist
FootballCo / Indivisa

Freelance Copywriter
Hogarth / Apple

Freelance Copywriter
The Future Collective

Visiting Practitioner
London College of Communication

Sports Copywriter
adidas women/running/football
We Are Social

Culture Consultant
On Road Research
British Journal of Photography
Gay Times

Founding Editor 

Halftime London 

Football Coach
Sport Duet Academy

Creative Copywriter
Goal Girls
Designer’s Anonymous

Good Sport Magazine
Global Street Art

Cold Swimmers


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

The importance of supporting grassroots sport

PACK: New Rules
Eradicating inequalities across sports industries

Will Artificial Intelligence be the end of creativity?

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

Life after Graduation Panel

Halftime London is an experimental magazine championing women’s sport

Founded by Kelly in 2017, Halftime London is a non-profit platform which has collaborated globally on projects that 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

Below, Emma of @badfootballfan is wearing one of my hand screen-printed Not Here To Please T-shirts.

Below below, shots of players from Mindset FC at our collab event celebrating women in sport with Nike at 1948—before it closed down :(

Halftime London Production:
The 50 Year Ban, 2019 

Director ········Bertil Nilsson
Location.........Poplar, London
Medium ....................Film
Produced........Halftime London
Collaborator.Goodsport Magazine
Published.............June 2018

In collaboration with Director, Bertil Nilsson, we had the pleasure of working with East London Ladies FC and Mindset FC to tell the story of coaching and football through the eyes of our Founder, Kelly, while taking a closer look into the FA’s 50 year ban on women’s football in 1921.

Special thanks to:

Pallavi Patel and Vivienne Jeffers, East London Ladies FC
Neros Coipel, Mindset FC

Design , Copy & Research