I’ve had the pleasure of leading the creative department for some of the world’s most iconic brands—from redefining branded content with FootAsylum to crafting internationally awarded work for Milka, McDonald’s and YouTube. Along the way, I’ve helped brands earn millions of views, build loyal communities, and rise from being just another player in the market to becoming true cultural leaders.
What really gets me going is discovering those powerful, human truths—the kind that create shared value between audiences and brands. I believe in the impact of a big idea. Even in a scroll-happy, mobile-first world, a strong idea still cuts through the noise. It doesn’t need a massive budget—just the right insight, delivered with the right craft (or a little scrappiness when the moment calls for it).
Below are some highlights from my journey: leading influencer campaigns for YouTube, delivering McDonald’s most successful Christmas campaign, generating millions of views through social content, and building a creative community with hundreds of thousands of subscribers. Oh and I put LED lights on sheep. For Samsung. Got 20 million views in a time before people knew what viral content was. Creating integrated campaigns that are born social, reach OOH, experiences and cinema screens while still feeling authentic to both the brand and audiences.
If you’re into building creative departments that create bold thinking, scroll-stopping creative, and work that actually moves people—let’s talk. Though maybe drop me a text or an email instead of shouting “THIS WOLF!!” in your office. (But hey, if you do, please film it.)
Working on some of the biggest named clients around from Samsung, EDF, Experian & FedEx as well as specialist brands like Infiniti Cars & PRS for Music. Working as a creative with both copywriting and Art Direction background - meaning I always look at the best way of bringing an idea to life, be it film, social or story telling.
I've won awards like Cannes Lions, BTAA, D&AD Book and DMA and had my work featured in creativereview.co.uk, contagious magazine, New Media Arts as well as National Newspapers.
I'm known for LED Sheep, Durex 2012, Lewis Hamilton Vodafone and The Skype Live Social Experiment, Experian Strangers in a Bar, The Drum Live Experiments.
I'm also unknown for several other good ideas that I hope you enjoy
Projects
- The Heinz Phone CaseRhode Skin's Rhode Phone Case with a built-in lip gloss holder captivated the beauty community - my team decided that what the world really was missing was a way to carry not your lip gloss but a Heinz Tomato Ketchup. From a scrapy mock up I created in minutes to a real product that influencers from across the world where scrambling to get their hands on in a matter of weeks. Generating over 20 Million organic views across social media platforms as well as gaining awards from The Drum and pi
- Helping a broadcast brand become a content creator.Channel 4 was ready to shake up the world of content creation. They launched Channel 4.0—a bold new platform promising to be the home for the freshest, most unfiltered content from the UK’s biggest creators. Off the back of the groundbreaking work I led with FootAsylum and Sports Direct, Channel 4 tapped my team to help them craft the future of creator-driven entertainment. We rolled up our sleeves to develop daring new formats and pilot episodes that broke the mold. The mission? Simple but rad
- Sports Direct - FIFA Game IRLHow do you stand out in a world of short-form entertainment? I led the launch of the Sports Direct YouTube channel, overseeing the project from strategy and creative development to production and talent management. Along with the strategy director I built a content framework around three key pillars -football, culture, and entertainment to maximise brand awareness, audience engagement, and drive both online and in-store traffic. This holistic approach positioned the channel as a dynamic pla
- Podcast Creation - Coming on TopCreating the concept, scripts and topics for talent to engage guests with. This is the podcast that celebrates realness. Real people having real conversations about the modern-day sexual landscape. Each week Sarah Mulindwa is joined by two guests to have an open discussion and share their unfiltered POV on all things sex, love and dating. Nothing here is off limits, this podcast opens up the conversation about what everyone’s doing, despite no one talking about it! https://open.spotify.com/sh
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Projects credited in
- McDonalds: Reindeer ReadyCredits SOCIAL MEDIA: Rory O'Neil CREATIVE DIRECTORS: Pete Heyes, Daniel Evans SENIOR ACCOUNT DIRECTOR: Felicity Davies PLANNING DIRECTOR: Max Keane PLANNER: Caitlin Morley, Catherine Owen CREATIVE AGENCY: Leo Burnett London CHIEF CREATIVE OFFICER: Chaka Sobhani BOARD ACCOUNT DIRECTOR: Sam Houlston AGENCY PRODUCTION: Sarah Ioannou ACCOUNT MANAGERS: Gracie Smith ACCOUNT MANAGER: Amy Love ACCOUNT DIRECTOR: Steve Halliday
Work history
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Creative ConsultantKraft Heinz
London, United KingdomFull Time
Creative Lead for KraftHeinz internal agency.
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Creative Directorcowshed social
- London, United Kingdom
Cowshed Collective has been created for the culturally connected world. We’re spearheading the evolution of entertainment, by challenging traditional norms through new content experiences. Changing the way brands, creators and media owners view and value entertainment on social.
Creative direction and content creation on
*New Business wins, bringing in the company's first seven figure client.
*FootAsylum YouTube channel, creating the biggest trending content on YouTube.
*Sports Direct YouTube Channel, building a brand publisher for the modern age.
*Social content for KFC, YuMove, boohoo and more.
*Paid TikTok and Organic campaigns for Mixoloshe
*Creating Podcast IP for publishers and creators
*Branded Content and Campaigns
*Snap Shows and Original IP
*Business and process development for Cowshed Collective.Cowshed Collective has been created for the culturally connected world. We’re spearheading the evolution of entertainment, by challenging traditional norms through new content experiences. Changing the way brands, creators and media owners view and value entertainment on social.
Creative direction and content creation on
*New Business wins, bringing in the company's first seven figure client.
*FootAsylum YouTube channel, creating the biggest trending content on YouTube.
*Sports Direct YouTube Channel, building a brand publisher for the modern age.
*Social content for KFC, YuMove, boohoo and more.
*Paid TikTok and Organic campaigns for Mixoloshe
*Creating Podcast IP for publishers and creators
*Branded Content and Campaigns
*Snap Shows and Original IP
*Business and process development for Cowshed Collective.
Skills: Branded Entertainment · Branded Content · Marketing Strategy · Creative Pitching · Advertising
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Skills
- Creative Agency
- Viral Marketing
- Photoshop
- Campaigns
- Keynote
- Advertising Campaigns
- Advertising Creative
- Illustration Artist
- Conceptualising Pitch Work
- Art Direction and Copywriting
- Community Outreach
- Creative Lead
- Social Media Digital Strategies
- Mentoring Juniors
- Preparing Presentations
Education
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B
BA(Hons) Visual CommunicationBirmingham CIty Univeristy
- Birmingham, United Kingdom