Straight from the Source: Gundeep Anand
- ATB Agency
- Jan 9
- 2 min read
Updated: Feb 10
Straight From The Source is a series that delivers raw, unfiltered insights from industry leaders, creatives, and game-changers. No fluff—just real stories, challenges, and mindsets from those shaping culture, sport, and business.
Meet Gundeep Anand
A visionary who blends creativity, social change, and football. As a passionate docu-style director and photographer, Gundeep has worked with global brands like Adidas, Reebok, Honda, Coca-Cola, EA Sports, EE, FIFA, and Arsenal. His talent for capturing real moments and sparking thought stems from his time as a youth worker, coaching in communities, council estates, and schools.
"What inspired me to take this path was the lack of opportunity and options to express ourselves. Our surroundings made us feel very trapped."
Gundeep’s journey took a pivotal turn when his passion for social change merged with his filmmaking skills, leading to The Last Stand—a platform that unites communities through football, music, and fashion. By bringing people together, The Last Stand has transformed rivalries into shared purpose, proving that local neighbourhoods have more in common than they think.
From going on tour with Ronaldinho across Europe to receiving a letter from King Charles and becoming global editor-in-chief for Nike during the Euros, Gundeep’s milestones speak for themselves. Perhaps one of his proudest moments? Being given Trafalgar Square by the Mayor of London to run a festival.
"Doing my first event with teams from West and East London was special. Commercially, directing the Adidas World Cup campaign and appearing in the advert, then hearing my friend in Spain saw me on TV, was unforgettable."
Now, as The Last Stand prepares to hit global TV screens, Gundeep continues to push boundaries. He believes in a tiered approach to success—always product first.
"The product has to be better than what's in the market right now. It's a constant balance. Once the product is refined, you push marketing a lot more."
His journey is a testament to resilience and self-belief.
"In the beginning, nobody will believe in you. You have no credibility or network. You have to believe in yourself even if you feel like you don’t belong."
Gundeep Anand is a true inspiration.
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