Caner Eler, now a prominent name in Turkish sports media, was one of my teenhood heroes.

During summer breaks, I used to watch him commentate the Tour de France. His knowledge of road cycling and the riders was immense. But it went beyond that. As the peloton passed through small French towns, he would talk about the region’s vineyards, which cheeses to pair with those wines, then jump to a Spanish poet or an arthouse film from the 80s… He was the first real intellectual I encountered. I wanted to be like him when I grew up.

Fast-forward a few years: Nope, I didn’t quite get there. But I did get the chance to work with him on the launch of his magazine, Socrates.

Socrates set out to bring a fresh perspective to Turkey’s rather hollow sports media. From the motto, “The thinking sports magazine”, to the page layouts, we shaped the entire brand identity at TBWA\Istanbul.

For the TVCs, we carried the same thinking into the “Sports is never just sports” campaign. We took iconic sports broadcast moments and paired them not with their usual, overused commentary, but with historical and cultural references, letting viewers connect the dots.

I wrote the spots, then spent a few days deep-diving into footage before editing the films myself. They still stand among my favourite works.

From its very first issue, Socrates became the best-selling sports magazine in Turkey and set a new benchmark for sports publishing in the country.

I can’t really claim a share in that success. But being part of the launch and getting the chance to work with Caner meant a lot. And I still get a small proud moment whenever he likes one of my photos on Instagram.

Films

Golden Drum - Film Campaign - Gold
Crystal Apple - TV & Cinema - Crystal
Crystal Apple - Integrated Campaign - Crystal
Crystal Apple - Press - Crystal
Crystal Apple - Press Campaign - Bronze