About me
I like to make things and solve problems. I particularly like to make things that solve problems. I started my career at Leo Burnett. Here, Cannes Lions recognised my then creative partner and I as 'Best Young Creative Team' in the UK. This happened two years running - our first two in the industry. I've since worked at Fallon and Drum, tackling briefs from some of the world's biggest brands. I'm currently working alongside the lovely Will Thacker at 20something, helping to run the creative department.
I've created work recognised by awarding bodies around the world. But that isn't what gets me out of bed. Brands have colossal power, more than many people in the advertising industry acknowledge. Brands shape our culture. They shape the way we behave, feel about ourselves, and our lives. A career in advertising can see one have a profound effect on people and the planet. I wake up every day to use that for the better, and to make things that change things.
The person behind the person who does the work: they like hanging from gymnastics rings. They like scaling bouldering walls. They like spending time with their family and their dog.
Projects
- Writing/TeachingI do a lot of long writing. I generally write to try and make things make sense. I do a lot of that on my blog. I also do what I can to help people coming into the creative industry. I regularly guest-lecture at universities around the country, and whilst I don't claim to be a samurai, over the years I've helped students get placements, jobs, and even awards. I've worked with organisations like Speakers for Schools, The Diana Award, and Accumulate to give direction to bright, ambitious people st
- SwyftA new take on sofa ads for a brand offering a new take on sofas. The campaign created a 35% sales uplift and a total of £11.7M in sales. The Swyft team almost doubled to keep up with demand. What's more, 'Beautiful Living' received 3 official selections at the Berlin Commercial Awards and was one of the Top Ten Most-viewed Ads on Shots in 2021. Creative Direction: Will Thacker Creative Collaboration: Bryn Jones-Walters
- Marshmallow InsuranceInsurance is a price-driven category, where old is a proxy for reliable. Oh, and aggregators like MoneySuperMarket reduce brands to the size of a postage stamp. For a challenger like Marshmallow to break through they had to look almost nothing like a traditional insurance brand, whilst ramming their name into people's prefrontal cortexes. The solution lay in vintage cars and 53,200 pink marshmallows. The campaign created £2.9m in direct revenue from paid search, and the click-through rate from
- Chelsea FCHelping Chelsea take aim at a new generation of fans, for whom football is bigger than a 90-minute game. 'The New Wave' - Chelsea's 2021 strip launch, aims to make them synonymous with fashion and culture, and cement them as “the London premiership club”. The hero film hit 3 million views in under 24 hours, making it the most viewed Chelsea kit launch in history. Creative Direction: Will Thacker Design: Samuel Guillotel, Rory Stiff, Casey Highfield
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Projects credited in
- EA Games FIFA21Welcome to the “Boot Room”, a digital take-over centring around episodic content, created to support the global launch of FIFA21. We partnered with KODE Media to develop a distinctive visual system influenced by both modern and retro gaming animation styles. The result: a series of long and short format films featuring players and hosts such as Phil Foden, Erling Haaland, Samantha Kerr, Georgia Stanway, Bastian Schweinsteiger, Ashley Cole, Javier Zanetti, Alex Scott and Gary Lineker. Each epis3
- EA Games UFC 4To announce Anthony Joshua’s arrival into the new UFC 4 game we formed an integrated team with Kode Media to deliver a launch campaign. With strategy, writing, design and directorial input from the point of briefing, time and cost efficiencies are significant; this project was delivered in just three weeks. The film features AJ training, with his voice telling the unfiltered story of himself as a fighter. As we hear AJ tell his story we see striking, glitchy animations atop the footage, nodding
- McGuigan WinesMcGuigan wines were looking to renew their partnership with Timeless Entertainment on UKTV Drama but they needed a creative refresh. More importantly, they needed a strategic thread that worked across channels. The supermarket wine-wall can be a daunting place and Brits often fear 'getting wine wrong'. We evolved McGuigan's existing brand line 'Bring a McGuigan' to resonate with this. ‘No dramas, when you bring a McGuigan’ re-assures you that if it has McGuigan on the label, you can’t go far w3
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Work history
Head of Copy20something
London, United KingdomFull Time
Working across all clients.
CreativeDrum
- London, United KingdomFull Time
Worked primarily on: Audi, McDonald's, Anthony Nolan. Pitch wins: Jura.
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Skills
- Advertising
- Creative Stragegy
- Brand Creative Strategy
- Copwriting
- Copyediting
- Art Direction
- Creative Direction
- Concept Generation
- Digital Marketing
- Social Media Marketing
Education
U
U
BA Honors Creative AdvertisingUniversity of Lincoln
- Lincoln, United Kingdom
Awards
B
B
Marshmallow Insurance - Official Selection (x3)Berlin Commercial Awards
Commercials and Branded Content - Short. Craft: Casting. Craft: Production Design.B
B
Swyft - Official Selection (x3)Berlin Commercial Awards
Commercials and Branded Content - Short. Craft: Direction. Craft: Production Design.+ Show more