If you can craft copy correctly, you will soon be responsible for changing the way a person thinks and feels; this is why I believe writing is the most empowering thing a person can do and its why I chose to become a copywriter. I truly believe the pen is mightier than the sword, and so writers are more powerful than any general and our vocabulary is an arsenal that holds the key to changing opinions and feelings around the world.
- PropercornQuestion: How can we creatively bring to life our ethos of ‘done properly’ to our customer? Solution: I thought it would be fun if the copy reflected the cockney slang interpretation of the word 'proper' which insinuates quality and so I took this idea of quality and showed the audience how Propercorn knows how to everything properly, not just popcorn! The campaign will centre around two geezers Baz and Gaz, who are two men who are in the know when it comes to doing things properly.
- MonotypeThe aim of this project was to screen a retrospective viewing three films from a director of our choice. Myself and Ben Jones chose to pick the director Guy Ritchies and the films, Rock'n'Rolla, Lock, Stock and Two Smoking Barrels and Snatch. The brief also asked for a digital component and we chose to create a cockney rhyming translator a reference to the heavy use of cockney rhyming slang which is intrinsic to all three of Guy Ritchie's films.
- Old Spice: Sensual Seduction.Insight: Men think Old Spice smells like their ‘dad’. Solution: Use humour so show men how smelling like their dad could prove to be beneficial. This advertorial uses Old Spice endorsee Terry Crews to show men why smelling like their dad wouldn't be the worst thing in the world, It will also double as a coupon that entitles the reader a free sample of an Old Spice product to test his theory out. Disclaimer: This is probably one for the 'too wild for the world' category, but it's nice to work on something crazy once in a while.
- Sky: It's time to believe in magicFor this campaign, I wanted to present the Sky experience as something magical. These scripts are monologues written for a three thirty-second adverts. To reinforce the claim that the Sky experience is indeed magical, I decided to use renown magician David Blain to read out these monologues.
- Art Direction
- Creative Direction