I help brands find their voice and say something meaningful with it.
I use creative thinking to help a vast range of businesses and charities. I’ve created work for online platforms, print publications, video games, movies, sports events, drinks, foods, medicines, furniture, cars, toys, and much more.
As creative director, I lead teams of multi-disciplinary creatives and empower them to produce their best work. I pride myself on building teams and departments that play well together and take pride in their output.
Since honing my craft as a copywriter, I have held executive positions at the global level in blue-chip companies, and I have constructed and staffed creative departments from scratch — as with my current role at disinformation disrupting NGO, First Draft.
Projects
- Mission Impossible : Go Rogue Instagram ExperienceParamount wanted to introduce a new generation of movie-goers to the Mission Impossible franchise. To promote the new movie Mission Impossible: Rogue Nation, Joe wrote and mapped every inch of an intricate and innovative Instagram experience that took participants on a journey across the platform. The game challenges you to go 'off the grid' to help out the movie's protagonist, Ethan Hunt. This project recently picked up a W3 Gold Award for Social Content Marketing.
- Boots - Here come the girlsIn his time at Mother, Joe had the pleasure of writing two scripts for the famous 'Here come the girls' campaign for the UK's most popular chemist, Boots. Now in its second year, the Creative Director wanted to change the format of the ads. Instead of being about girls getting ready to go out, it would now be more like sketches in a sitcom, using recurring characters. The two ads below were written by Joe in response to this brief.
- Shell LEGO Ferrari PartnershipEach year, in a global promotion, Shell and LEGO partner for the Shell V-Power LEGO Ferrari incentive. In forecourts across the world, drivers are incentivised to pay that little bit extra to buy not just regular unleaded, but Shell V-Power. In exchange for choosing Shell's premium fuel, drivers are eligible to purchase exclusive LEGO Ferrari toys, only available in forecourts. To promote this initiative, Joe wrote a global TVC, filmed at the Ferrari factory racing ground, Maranello. He also wrote a series of short LEGO racing announcer vignettes for a fictional online news channel - Ready Set Build TV. These were designed to incentivise children to submit their own UGC, playing with the cars their parents had purchased.
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Work history
Creative DirectorGrayling Communications
London, United KingdomFull Time
Creative Director on the Facebook Public Affairs Marketing account. I direct creative campaigns delivering public relations messages.
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Creative DirectorFirst Draft
- London, United KingdomFull Time
Disinformation is damaging communities around the world.
First Draft works to empower people with the knowledge and tools to build resilience against harmful, false, and misleading information.
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Skills
- Copy
- Ad Copywriting
- Editorials
- Blog Content
- 360 Campaigns
- Web Copywriting
- Client Presentation
- Concepting Ideas
- Creative Direction
- Brainstorming
Education
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Creative Advertising MAUniversity College Falmouth
- London, United Kingdom
This course focussed heavily on the craft skills of advertising. It gave me a grounding in the traditional adland ethos. I've since built on this foundation during my time in the industry, and expanded my knowledge into the new realms of digital and social media. During my course I teamed with numerous art directors on a number of projects and left with a creative portfolio of work.
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BA (Hons) Media Cultural StudiesKingston University
- London, United Kingdom
This degree focussed broadly on the world of media. From print journalism to film making (my work in the latter module lead me to being arrested by armed police, but I'll save that story for in person). It also covered culture in a sociological and philosophical way with subjects like 'Race and Religion in the Media', and 'The Culture of Celebrity'. My dissertation focussed on the transience of celebrity and Andy Warhol's 15 minutes of fame theory. This study lead me to attend a Big Brother audition (purely for research purposes you understand).
It was during this course that I came across advertising in a module entitled 'Reading the Media'. My enjoyment of this part of the course is what lead me to choose Creative Advertising as my MA.
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