About me
WHAT KIND OF CREATIVE STRATEGIST?
I’m a bit of a rare breed. I’m a creative who has also been working as a ‘Creative Strategist’ with out the title of a creative strategist.
A creative strategist who is a thinker and an ideas person positioned somewhere between a Planner and a creative who thrives on logic, intuition and imagination.
I digest research, capture the pertinent points and play them back in a succinct and compelling fashion, often concluding with an actionable philosophy or a brand positioning statement. Then I execute the strategy with beautifully crafted ideas that can live in any media helping form the brands personality, something expressed in both words and pictures. I thrive on challenges such as ‘what’s the big idea?’. Dreaming up end lines and thinking of an art directional style that best matches the tone of voice.
I’ve had the pleasure of playing both roles on most of the accounts I’ve work on. One example is Nespresso at McCann where I got taken on to help integrate the new global campaign where I had to be my own Planner (and Creative) simply because there was no Planner available.
JWT also needed a creative with a strategic head on their shoulders to work along side the Global Planning Director. I was brought in to be that creative to help plan the strategy and then craft the ads.
Because I’m a bit of a rare breed I will always come at a problem from a very different and less trodden angle than most Planners.
WHAT KIND OF PERSON?
I believe in healthy living. This means I’m obsessed with fitness including yoga, CrossFit, running, weight training and even the dreaded spinning classes. I’m also pretty fascinated with biology from how the human body works to why certain animals are becoming extinct. You can see this fascination clearly through all my hand drawn pieces of art that I sell in various London galleries in my spare time.
Work history
Freelance Creative
Currently the lead creative helping integrate the new global campaign for Nespresso across multiple media from Strategy to Execution.
Freelance Creative
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ACNE needed a creative with a strategic mind who could CD and manage the Thomas Pink pitch.
Known for it’s quirky shirt designs, Thomas Pink wanted a brand philosophy that supported the shirt look, rather than just the shirt. I realized men’s fashion is governed by rules. There is etiquette to everything from how to mix patterns to the width of your tie in relation to your lapel. And everything lies in the detail. Making small adaptions to classic shirts and styles can have a big impact. Thomas Pink is well positioned to enter the playground of male fashion and cheekily change conventions with confidence and charm. The idea, THE #PINKRULES
A campaign that encourages us to break the conventions of male fashion – with style. We do this by presenting the classic ‘rules’ of men’s fashion, juxtaposing copy with images of how to break the traditional in a ‘Pink’ way, full of dare and wit.
Pitches: Thomas Pink
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Skills
- Creative Direction
- Creative Strategy
- Consumer Insight
- Digital Marketing Advertising
- Integrated Marketing Advertising
Education
Post Graduate Course in Copywriting and Art Direction
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BH Honours Degree in Art and Design
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