I work strategically to deliver creative solutions for brands that want to effectively communicate with their audience. I have a wealth of experience designing print & digital elements and art directing moving image & photography that all culminates as impactful and effective campaigns for the world’s biggest brands.
Projects
- Creating CliquesNo risk, no reward. After a disappointing first year of sales and awareness for the new Glitch boots, adidas were in need of a targeted campaign that threw away the rule book and saw their boots become the new sought after item in football. Working with creative and cultural-strategic teams, another talented designer and myself led co-creation workshop sessions to establish groups or ‘Glitch Cliques’. The Cliques were to act as influencer figureheads for a campaign that raised awareness for th
- Great American Tastes for the UKJust not available in America... Sorry America! Great Tastes of America was a source of great confusion at the start of my first involvement due to the team abbreviating it to ‘GTA’. Being a gamer this conjured up visions of an awesome Grand Theft Auto x McDonald’s collab. Alas I was soon corrected. After finally getting that out of my head, at the third time of involvement in the project, I was given the opportunity to lead it. During the effort to provide the UK with an authentic American vi
- Making Aero DynamicSee what I did there? As part of the Great Tastes of America ‘19 campaign I was challenged by McDonald’s to create contemporary digital and static posters to launch a revisit to their popular Aero and Peppermint Aero McFlurrys. The most challenging aspect of the development process was the limited assets available when working with the Aero brand elements. My role in this project covered art direction of the motion pieces and design execution/oversight for print and static digital elements of
- Avalanche Ice-cream by Vue CinemaI created an ice cream brand! As lead designer on the Avalanche Ice Cream launch, I was tasked with creating a point of purchase kit that translated well in a cinema foyer and stood out when side by side with Vue Cinema’s existing creative. The name Avalanche (just the name) was already established for the product, so projecting imagery and language that was inline with this title was key to the success of the product’s performance. Such were the levels of detail to this trial launch, that we
- Project AiMYA CREPE-Y CONSPIRACY “Project AiMY began when a janitor discovered an unknown ‘Air Force 1’ shoebox buried deep within a store cupboard at Nike’s headquarters in Oregon. The box contained a number of confidential documents, dating from 2002, that explicitly detail the use of chemicals to influence the way in which the public interact with Nike Air products.” This statement isn’t actually true. It is a fictitious conspiracy I created to represent the formulated and scientific nature of modern br
- Elevating In-venue CommsClearer Combos. Vue Cinemas see themselves as the premium offering for film fans in the UK and more than just a cinema. In 2018 I was briefed to update their point of sale to reflect this more so than their existing POS. This meant designing, story boarding and art directing sequences for their digital menu boards that allowed products and offers to shine in their own light. Due to the complexity of this project we produced a scheduling document that outlined when and where in their varying e
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Projects credited in
- D&AD Wood Pencil for adidas GLITCH Cliques"D&AD Pencils are never handed out unless the work is good enough." It's said that a D&AD Pencil is the equivalent of a "career knighthood". So you can imagine how unbelievably proud TMS are that we were awarded a Wood Pencil for our adidas GLITCH Cliques campaign!8
- adidas - GlitchCo-creation like never before. adidas adopt an open source strategy: grow share of market through share of trend and share of mind. Why? Because they recognise that traditional marketing won’t reach audiences that don’t consume traditional media. adidas Glitch is a new breed of football boot which sits at the heart of the strategy. Developed in collaboration with adidas ‘football creators’, it has interchangeable inner and outer skins that can be switched up to suit your mood. To suit adidas aud14
- The Drum: Chip Shop AwardsWe're proud as punch to have been nominated for a Chip Shop Award for "Best Professional Service". The Chip Shop Awards celebrate pure, unadulterated creativity. It's a platform where anything and everything is allowed, an awards with no rules and no boundaries meaning the possibilities are endless! Here's what one of the TMS team created....2
Work history
Creative DirectorConcrete Goods
United KingdomFull Time
Featured in Courier Magazine, Women’s Health, Stylist and The New York Times.
Creative Director & OwnerRacetrace
- United KingdomFull Time
I created personalised running prints that enabled runners to show off their achievements within their own four walls.
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Skills
- Graphic Design
- Communication Design
- Art Direction
- Design
- Critical Thinking
- Layout Design
- Marketing Design
- Branding Design
- Typography Design
- Creative Typography
Education
C
C
(BA hons) Graphic DesignCambridge School of Art Cambridge
- Cambridge, United Kingdom
Awards
D&AD PencilD&AD
Adidas Glitch Cliques. Working with creative and cultural-strategic teams, another talented designer and myself led co-creation workshop sessions to establish groups or ‘Glitch Cliques’. The Cliques were to act as influencer figureheads for a campaign that raised awareness for the Glitch app. The campaign culminated in a special event where a lucky select few won the chance to attend, have great food, listen to the latest UK Grime artists, engage with football based challenges and of course, receive free merch.