About me
I like work with a story at the heart of it.
I arrived in social media via digital, print and broadcast, using storytelling to connect the world's biggest brands to everyday people. I like to figure out what gets people talking and turn that into creative that comes from culture and feeds culture.
I believe people have the right to be surrounded by things that are informative and beautiful. I love working with storytellers from other disciplines to make that happen.
Projects
- Diesel - Japanista, Road to TokyoExperience and own the FW16 collection as it hit the runway FW16 was more than a collection, it was a celebration of 30 years of Diesel's rebel spirit. So when they said they wanted something different to mark the occasion, we pushed the boundaries of fashion marketing. We built an immersive campaign that took consumers from backstage to the front row, and created a digital shopping experience, shoppable from the runway. A dystopian-style film followed the models on a hedonistic night out in T
- Domino's - Dom the Pizza BotOur mission - use FB Messenger to get you pizza. Dom The Pizza Bot is a truly innovative use of social media to market a food brand. Domino's like to be ahead of the pack when it comes to innovation and this was the first time a pizza brand offered a direct order service on Facebook Messenger. Creatively, Dom the chatbot had to be witty and entertaining enough to earn his place in the private realm of people's Facebook channels. And because we know what the internet is like, Dom had to be able
- Braving the Backlash - Event and white paperEmpowering brands to stand up against hate publicly Hate on social media is a growing problem, and one that’s being largely ignored by the industry. Even brands that claim to support diversity are alarmingly quiet on the issue of online hate. I oversaw a thought-leadership project for We Are Social to help brands publicly stand up against hate, instead of simply deleting or hiding it. Sweeping the problem under the carpet does not make the problem go away, especially for the communities that a
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Projects credited in
- YouTube: Epic Slow MemesYouTube wanted to make the Slow Mo Guys more famous, taking them to new audiences across the web. Fans would spread their fame for us with ‘Slow Memes’ – a collection of epic slow-motion Gifs that can be used to express emotion on any social platform.7
- #MadeForYou: Celebrating YouTube creators and their fansThere's no one story that can sum up YouTube - we're what users and creators make us.4
- YouTube: #DontPanicButtonYouTube wanted to take beauty vlogger Zoella to a far wider audience. We’d show there’s more to Zoella than styling tips. Like thousands of young people, Zoella is affected by panic attacks. So we created a symbol of solidarity her fans could wear and share on World Mental Health Day. This would help overcome the feeling of isolation that comes with anxiety.1
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Work history
Head of EditoralWe Are Social
- United KingdomFull Time
Group EditorZone
- United KingdomFull Time
Editorial strategy and creative content direction for Zone and Public Zone, the agency's specialist arm working for non-profits.
Clients: Nike Girl Effect, Macmillan, National Trust, Shelter, OMSCO
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Skills
- Marketing PR
- TV
- Content Strategy
- Social Media
- Creative Stragegy
- Creative
- Editorial Campaigns
- Content Marketing
- Social Media Marketing
- Content Consultant