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 Drum, and 20something, tackling briefs from some of the world's biggest brands.
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. To bring new customers to better businesses, making better products, in better ways. To make things that change things.
I joined the founders of 20something in January 2020 as their first creative hire. Our first project was Campaign’s 'Ad of the Day'. Less than six months later, we were making work with professional athletes like Anthony Joshua. Just over a year later, we were prominently placed on a list of the top 100 creative companies in London. By the time I left 20something, I was still one of only two creatives at the company. Despite our department's small size, we made work that drove millions in sales, created the most-viewed Chelsea kit launch in history, and received recognition at award shows including Design Week, Kinsale Sharks, Berlin Commercial, and The British Arrows.
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 The Diana Award, and Accumulate to give direction to bright, ambitious people starting out. Here's a c
- EA Sports: Welcome to BIRGFUTHow do you promote the anniversary of one of the deepest pockets of one of the world's most-played games? Our idea was to create a fictional, extremely secretive department of EA Sports. Enter: BIRGFUT. The Bureau of Independent Revelry and Gatherings for FIFA Ultimate Team. BIRGFUT scientists dedicate themselves to engineering the perfect birthday party for FIFA FUT. No one should know this special outpost exists. But there could be a leak or a freedom of information request? Never fear, the sc
- Wear Wool, Not Fossil Fuel69% of the clothes we buy are made from synthetic fabrics like Polyester. In less than 8 years, this number will rise to almost 80%. With each wash, synthetics flood our waterways with harmful microplastics. The result? 35% of ocean microplastics are directly linked to synthetic clothing. These garments, which are often part of the fast fashion cycle, soon end up in landfill. Here, they spend up to 200 years leaking thousand of toxins into our soil. These sad realities might be on the radars of
- 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
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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
- Top 10: career advice tips for 2023Job hunting? Thinking of pivoting your career? Struggling with motivation? Working with a tricky client? We’ve got you! We’ve put together our top 10 career-related questions for 2023 to help you navigate through the year ahead, no matter if you’re just starting out, or already have experience in the industry. Click through to see insights, advice and top tips from industry mentors and our brilliant Dots community. Got some thoughts of your own? Please add your own wisdom if you have anything42
- Top 10: career advice tips for 2022Job hunting? Thinking of pivoting your career? Struggling with motivation? Wanting to grow your network? We’ve got you! We’ve put together our top 10 career-related questions for 2022 to help you navigate through the year ahead, no matter if you’re just starting out, or already have experience in the industry. Click through to see insights, advice and top tips from industry mentors and our brilliant Dots community. Got some thoughts of your own? Please add your own wisdom if you have anything60
- strikeWhen Housesimple rebranded to strike, they needed a response campaign that continued to land their “sell your home for free” proposition as well as introduce their new identity in a meaningful way. In a widely distrusted category, where only 7% of the audience are in-market at any given time, the key was to not rely solely on ‘free’ but to emphasise ‘free and better’ with a rallying cry to ‘Go on strike’. A call to arms to demand more. Leaning heavily into the new brand world, the bold work cr1
Work history
Creative Director // Head of Copy20something
London, United KingdomFull Time
I joined the founders of 20something in January 2020 as their first creative hire. Our first project was Campaign’s 'Ad of the Day'. Less than six months later, we were making work with professional athletes like Anthony Joshua. Just over a year later, we were prominently placed on a list of the top 100 creative companies in London. I’m still one of only two creatives at the company. Despite our department's small size, we’ve made work that's driven millions in sales, created the most-viewed Chelsea kit launch in history, and received recognition at award shows including Design Week, Kinsale Sharks, Berlin Commercial, and The British Arrows.
Freelance Senior Creative // Copywriter20something
London, United KingdomFreelance
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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
M
M
SilverMarCom Awards
Wear Wool, Not Fossil Fuel - The Woolmark CompanySilverEffie Awards
Wear Wool, Not Fossil Fuel - The Woolmark Company+ Show more