About me
Change is here to stay. The ability to adapt to it, as it happens, is going to define the future success of brands. To move seamlessly across platforms as technology and consumer behaviour shifts, finding new ways to cut through and deliver engaging stories, regardless of what technology happens to be in vogue.
10 years learning what makes brands tick, followed by 6 years delivering a huge variety of innovative work across almost every digital platform, means I am perfectly positioned to help agencies meet the challenges of 21st Century marketing.
One of Campaign’s Top Digital Creative Directors in London.
One of BIMA's digital Hot 100.
Projects
- The Electoral Commission - Do PoliticsIf you don't do politics – A complex argument made elegantly simple for The Electoral Commission Encouraging voter turnout at elections is a complicated business. There are lots of reasons people don’t vote. And there are lots of reasons why the say they don’t vote. And from the perspective of an ATL campaign, you’ve got one chance to give them one reason why they should. We boiled it down to this – regardless of whether you chose to be involved, politics affects almost every single aspect of
- Jack Daniels - JD RootsJD Roots – Future proofing Jack Daniel’s with a truly cross media, branded content platform Jack Daniel’s has a problem. The rock’n’roll heritage it has traded on for so long has been forgotten by younger drinkers, for whom Guns & Roses and Janice Joplin aren’t even a distant memory. Slowly becoming less relevant to its target market, JD’s market share is slipping as it struggles to compete with brands like Jagermeister. JD Roots was created to fight back. An ongoing music platform, born from the insight at the very heart of the Jack Daniels brand – that where you are from matters in making you who you are today. Designed to rebuild the rock’n’roll heritage that has served Jack Daniels so well in the past, but delivered in a way that is completely future facing – cross media, cross device. Campaign elements: Live events Social media activity Online comms Branded films Email Cross device HTML5 website Live streaming Merchandising, e.g. limited edition vinyl EPs Media partnerships with Channel 4 and NME.
- PlayStation - The Killzone WebgameThe Killzone Webgame – Creating the world’s first internet wide shoot ‘em up, to grab the attention of gamers across the web Advertising is the last thing that shifts video games. By the time a title launches, most gamers have already decided whether they’re going to buy it or not (hence the importance of preorders as an indicator of overall sales and success). What really makes a difference is the amount of buzz a new title generates before it hits the shelves. Hardcore gamers live online: whether they’re watching trailers, checking out reviews, trading strategies or crowing about their latest conquests. So our strategy for the launch of Killzone 2 was to get them excited about the new Killzone title every time they opened up their browser. Using real 3D models from the game, two different server technologies and coding in four different languages, we created the Killzone Webgame. An always on, internet wide shoot ‘em up, that turned the whole of the web into one big Killzone. Successfully seeded to our primary audience through non paid for blogging channels, a competitive squad play mechanic then encouraged users to spread the game among their peers. Finally, paid for video seeding extended the reach of the campaign to a more mainstream gaming audience. Campaign elements: Browser game Command Centre Website Seeding video Online PR
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Work history
Creative Director
Skills
- Advertising
- Film
- Copywriting
- Digital
- Creative Direction
- Online Campaigns