My day-to-day as an Art Director is to generate great ideas and oversee their production. My role as Creative Group Head means I’m also responsible for leading and overseeing the creative digital and social output of our agency. I didn’t exactly take the direct approach to becoming a creative. With a degree that mixed both creative thinking and design discipline, I brought a varied skill set and a diverse knowledge base out of university that I was eager to build upon. I spent my first years in the industry as a designer and even a developer for a while, where I was able to develop outside of the traditional creative scope to become a more rounded Digital Creative who not only sees the potential in digital advertising, but also has the ability to craft great digital ideas. Since then, my time moving from digital to integrated agencies has ensured I’ve continued to develop in many more areas, ranging from video to OOH campaigns. It’s also allowed me to do what makes me happiest – telling larger, more engaging stories and making great content that lives across multiple forms of media. Other things that make me happy include eating, music, watching rugby or talking about Batman.
- Monkey's Monumental Mission - PG TipsRed Nose Day is a TV charity event, where celebrities take on huge, daunting challenges to raise money. Brands play their part by selling special fundraising packs. We aimed higher. We brought our beloved brand mascot – PG tips Monkey – to life in the real world, building a robot Monkey who took on his own towering feat: climbing Europe’s tallest building. We asked fans to support Monkey’s heroics by buying special packs.
- Have You Heard About June? - WoogaJune's Journey Mystery, intrigue, romance. What will you dig up about June Parker? We created a campaign to introduce the UK to 1920’s murder mystery/hidden object mobile game June’s Journey. Targeting women 30+, the fastest growing mobile gaming audience, we built a campaign around the insight that this game is used as a touch of escapism, in the same way you would a schlocky novel or gossip magazine.
- Where Legends Tread - Documentary FilmThis film is the story of 6 ultra marathon runners who come to Snowdonia to take part in the gruelling Eryri 50 race. Whilst each has been drawn to the challenge by the stunning beauty of the landscape and the infamously demanding terrain that the race takes place across, their reasons for pushing their bodies to the limits within this environment go deeper. Snowdonia is their inspiration, their motivation and their fiercest competitor. As we follow them across the course – which they must navig
- #WorldOfWow - Sony XperiaWe all aspire to travel off the beaten path, capturing every moment in breath-taking detail before it passes. Mobile phones are the most popular way people take photos and with travel being the single most popular reason our audience use their cameras, our plan was to create a series of travel films that show-off the Xperia’s ability to capture the ‘WOW’ of some of the world’s most amazing destinations. With an Instagram influencer in the centre of the film putting the phone to the test, our fil
- The Before and After Project - CifCif were launching the Before & After Project: a project aimed at ‘Making communities shine’. It gave consumers the opportunity to nominate a community centre, within their locality, for a special Cif clean. To launch the campaign, we took on Cif’s biggest job ever: cleaning the roof of The O2 Arena, one of London’s most iconic landmarks. We created a series of films and social content, that informed people about the activity and invited them to take part in the wider promotion.
- Invisible Dry Deo - DoveBright, bold colours can give us confidence and help us feel good about our bodies. Dove wants to encourage women to wear the colours that make them feel fantastic. Not every woman can let her true colours shine through. Dove invited four Leicester firewomen to ditch their dark, drab uniforms for a colourful dress – and wear it on a very special day out. But there was a catch! First they had to spray their dresses with Dove Invisible Dry to prove that it leaves no white marks on 100 colours.
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- Print Design
- Art Direction
- Creative Direction
- Online Campaigns
- Outdoor Campaigns
- Digital Print Advertising
- Creative Art Direction
- Idea Concept Development
- Social Ad Campaigns
- Creative Critical Thinking
- Film Directing
Bachelor of Arts (BA) Chelsea College of Art (UAL)
- London, United Kingdom
BA (Hons) Graphic Design Communication
Marketing & Advertising Awards EuropeDIGIDAYBest multi-channel content distribution strategy - Lynx - Finalist | Best Branded Content series - Winner - Brew City | Best product launch campaign - Finalist - Playstation | Best use of native advertising and sponsored content - Winner - Playstation
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