The best ideas don’t always happen in the bath. Often it takes exploration, adventure, changing the context, examining the context, taking risks, being adaptable (and sometimes stubborn) fuelled by energy and excitement to reach that a–ha moment. Sometimes, it just takes a bath. My experience stretches across many disciplines but my passion lies helping to build brands, businesses and products that fulfil a need rather than just add to the deluge of stuff around us. Efficiency and aesthetics get me going. I live in Rome – a city that is big on aesthetics, not so much efficiency.
Projects credited in
- Age UK 'Just Another Day'Credits Creative Agency:Drum ECD:Monty Verdi Creative:Tom Blackwood / Isabella Ding Account Team:Sarah Cabey / Katie Beardsley TV Producer:Maree Gecks Film Production:Independent Director:Philippe André Producer:Verity White Costume Design:Rebecca Rich Editing:Final Cut Post Production:Philip Whalley @ MPC VFX:Bevis Jones / Bill McNamara Colourist:Jean-Clément Soret Sound Designer:Sam Ashwell / Jeff Smith @ 750MPH
- Just Another DayIn order to capture the bleak reality of loneliness amongst older people at Christmas, Drum, in partnership with production studio Independent, created a poignant film called ‘Just Another Day’. Following an older man’s unchanging, daily routine without human contact across the four seasons, the film provides a unique insight into the monotony of loneliness in later life. Currently in the UK, more than 1.2 million older people in England are chronically lonely, and 1.4 million admit that Christmas day passes them by just like any other. The ad portrays a very different kind of Christmas for those who don’t have any family or friends to celebrate the festive season with. The campaign exceeded all expectation and resulted in an 82% increase in volunteers, in comparison to 2016, along with a 52% increase in regular donations, with Age UK achieving their highest ever donations and volunteers on one single day. Awareness of Age UK hit an all-time high, with a staggering 254% increase in social mentions, whilst also trending at No.1 on Twitter on release. Finally, our campaign transferred into popular culture with the likes of Russell Howard, Sky News, Good Morning Britain and Channel 4 covering it as part of their television editorial, without beinf approached by Age UK.5
- Handmade With Love Not on the High Street (NOTHS) wanted to drive awareness and consideration of its online marketplace, around the Christmas period to encourage ‘Mrs. Aspirational’ to turn to NOTHS for all their thoughtful gifting needs. Drum’s solution was to show how the story of the makers and their craft adds depth and value to the thoughtful gifts you can buy from NOTHS this Christmas and beyond. And so ‘Handmade with Love’ was born; connecting the journey of how an object was made to the thoughtfulness of the perfect Christmas gift, in turn making NOTHS the destination for thoughtful gifting. Partnering with The Guardian, Drum created a series of films and articles to engage their readers. In total we created, in partnership with Guardian Labs, 5 films, 8 print articles, 7 online articles and 25 pieces of social content. Research showed that 57% of The Guardian's readers want to know how the products they buy are made and 67% of their readers struggle to think of gifts for their friends and family and overwhelmingly look online for inspiration, a partnership between NOTHS and The Guardian made perfect sense. After three weeks the campaign had 103,796 unique users, completely surpassing the KPI of 85,000 for the whole campaign. We also saw 163,249 page views, 528,772 video views on and off platform, 2 mins 12 secs average dwell time. A great campaign with some fantastic results!3
+ Show more
I am currently a freelance strategist working with companies in Italy, the UK and US. I have worked on innovation, campaign strategy and brand communications projects with agencies and independent brands. Clients have included Ghirardelli, Nokia, Crisis and SCOOP.
- London, United KingdomFull Time
Working with core agency clients and new brands to develop in depth and agile strategies for their businesses with long-term brand projects, as well more executional campaign work. Clients included Age UK, Sainsbury's, Not On The High Street, Barilla.
+ Show more
- Brand Strategy
- Campaign Strategy
- Communications Strategy
- Innovation Strategy
- Cultural Insight
- Brand Campaigns
- Campaign Planning
- Advertising Planning