Hello, I’m an entrepreneurial, branding guru. Whether I’m shifting perceptions for Unilever or Chanel or co-founding an immersive yoga brand with projection art installations in Selfridges called YUNG CLUB, I practice cultural evolution for business and pleasure. This year I lead a landmark project for Unilever and Google called All Things Hair: it’s the world’s most relevant publisher for hair (powered by Google searches). It also made Unilever history — their first publishing platform and reportage-inspired aesthetic. My extensive lifestyle brand experience with BBC, Chanel, Diesel, i-D magazine, adidas Originals, Axe and Calvin Klein has allowed me to make award-winning TV and integrated campaigns with Grammy-winning directors, global pop stars, iconic fashion designers, top YouTube stars and fabulous drag queens. I provide cultural trend forecasting to heaps of global brands, which is only natural, as I’m an ex journalist for the Canadian Broadcasting Corporation — I’ve been hunting trends and making content my entire career. I love to write, make films, cycle, collect jewellry, host Taco Nights and make culture commercial.
Recruited to create global campaigns for some of Unilever's Naturals women's brands.
Recruited to provide social and experiential creative for Chanel, but I also had a spin on BBC TVCs and a few M&S briefs. Brilliant brands. Epic crew.
Recruited to guide and deliver culturally relevant creative and design for a European alcohol launch. Our brilliant team sold the campaign idea to clients within an impressive three-day hothouse client session.
Lead branding and design of the world’s most relevant source for hair intelligence, inspiration and education. All Things Hair (Unilever) is a platform powered by Google search data, fuelled by cultural trends and devoted to helping both women and men do more, and know more about their hair. This was a landmark freelance opportunity to work with Razorfish, a world leader in creating customer obsession.
As one of two founders of Sparks & Honey London (Omnicom), I raised new business and began working with brands to identify cultural trends and translate them into creative content. I also hosted weekly Culture Briefings at AMV BBDO where we were embedded.
Bachelor of Communications
2011's Queer of the Year campain was the most titillating account I worked on in 2011. It gave me a chance to co-write scripts with NY comedian Mikala Bierma, creator of the YouTube show Disappointing Gay Best Friend. Then we hosted the submissions and show off our QOTY Facebook page. http://resultats.infopresse.com/prixboomerang/2011/Resultats/marketing_interactif/campagne_ligne/sidlee_queer.html http://cargocollective.com/alison/Queer-of-the-Year
In 2010 the Queer of the Year contest was born. We asked for entries, picked out finalists and let the public vote on the winner. The whole campaign was run on its own microsite. http://resultats.infopresse.com/prixboomerang/2010/Resultats/index.html http://cargocollective.com/alison/Queer-of-the-Year