Hi there,
Welcome to my profile, I’d like to say thanks for viewing my work. Let me tell you a little about myself...
I was always going to end up a creative, it was fate - it couldn’t be any other way after, when grounded at 5, I drew a television on my wall and invented cartoons to watch. I’m a Creative and Copywriter, and enjoy working in fun, progressive agencies. I’m very enthusiastic and motivated and love challenges. I believe in intelligent creativity, there’s no point in creativity for the sake of it - understanding your customers, using strategy and intelligence married with creativity make great campaigns. I’m extremely strategic (everybody loves that part) and I STILL draw on walls..
Primarily a Creative and Copywriter in the advertising and marketing industry, it is my role to come up with innovate, creative and attention grabbing ideas for our clients to market their brands in new ways. I pitch, present to, and work with globally recognised companies, and have also successfully headed up the New Business initiatives. I have planner qualities, and also directly dealt with clients.
Excellent communication skills, strategy, psychology and a broad spectrum of styles and disciplines in traditional and modern image-making, ensures I’m quick and able to adapt and solve problems without needing any hand holding, I just get on with things.
I write everything from press ads, to scripts and storyboards, to long and short copy as well as digital in every kind of tone of voice from charming and chatty to a serious business tone, across all media. I’m flatteringly described as ‘a natural’ by my creative directors. I’m versatile, empathetic, can get under the skin of customers. I will always push myself to raise the standard and will challenge conventional thinking - in a nice way. I am determined go far in this industry because I believe I have the drive, the ability to listen, learn and to adapt to new trends and disciplines. I will always go the extra mile.
In my spare time I’m the Venues Editor for a successful men’s lifestyle website, covering restaurants, bars and social events, and have watched it grow from a handful of followers to a strong, loyal community of readers - I’m very proud of it, so make sure to pop by DapperChapper.com if you get a chance.
Feel free to get in touch if you have any projects you would like to collaborate on, further questions about my work, or if you wish
to send me a cute picture of a dog in an outfit.
Projects
- Shreddies 'Knitting Nanas'Shreddies asked us to do a nationwide experiential campaign for them that tied in with their below the line marketing and television advertising featuring their 'Knitting Nanas' and the strapline that said that Shreddies were knitted by Nanas. This also began with a short lived 'Rumbleocity' concept to depict fullness which they then decided not to run with, so we changed our focus from that at short notice to one about the factory itself where the Shreddies were made. I felt that the factory w
- Glion Hospitality SchoolEach of the Laureate schools needed a much clearer brand identity. They had differing specialisations appealing to students, but they weren’t clear in their marketing and communications. We took each of the schools, interviewed the students and staff, explored the grounds and got a true understanding of them. The brand personality for Glion was ‘The Achiever’. Their students are the cream of the crop, snapped up by the most respected hoteliers and hospitality organisations in the world. They are determined and driven, and a Glion education inspires them to take their dreams further than they’ve imagined. We developed a messaging platform embodying this profile, as the communications needed to encourage prospective students who have these qualities to choose Glion over any other school. Creative Direction: Martin Cleave, Ingemar Varp, Clint Lovell Copywriting: Michelle Connolly Artworking and Design: Nora Aschenbrenner, Paul Armstrong
- Trust your Senses pitch for Total Greek YoghurtTotal wanted a new campaign that was more aligned to their current American positioning, and we gave them Senses. This campaign highlighted the senses that you use to experience every part of the yoghurt when you taste it. This included a secondary meaning for the FAGE initials, For A Genuine Experience. We really believe that FAGE need to position themselves as a brand, rather than relying on Total Greek Yoghurt, for when they bring other products into the British marketplace.
- Honey CheeriosCheerios asked us to come up with an engaging, fun campaign for their Honey Cheerios relaunch. We had to bear in mind restrictions on live media (twitter, facebook etc) of using children in photographs that are viral, however we wanted people to talk about us and share things online themselves. To encourage online activity I put lots of props to encourage people to take photographs themselves and have fun, which also encouraged brand affection and loyalty. Small touches like honeypot shaped dumpbins reinforce the new honey flavour message. The campaign was very successful, people loved the props and spent ages playing while the BAs could chat to the gatekeepers about the cereal and we got fantastic feedback from our clients.
- Perfection Pitch for Total Greek YoghurtConcept pitch to Greek yoghurt brand, about the perfection of their product being that they don't rush the process that makes it so delicious, creamy and thick. The way they product it is natural, without thickeners and additives and we wanted to convey that through an emotional connection with people's own perfectionism. Copywriting by Michelle Connolly, art direction of these posters by Michelle Connolly, Juande Cobo-Reyes and the creative directors,
- Happli Daily DealsTrinity Mirror wanted to break into the lucrative daily deals market and provide something that they felt most of their competitors were lacking - trust. I was the voice of the campaign, positioning Happli as a helpful, trustworthy friend letting you in on some great bargains, communicating the brand as trustworthy and happy. By focusing on little pleasures for the teaser campaign, we managed to really grasp the consumer emotionally, since these are the things that make people happy every day.
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Work history
L
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Associate Creative DirectorLive & Breathe
United KingdomFull Time
Creative CopywriterGeometry Global
London, United KingdomFull Time
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Skills
- Advertising
- Marketing PR
- Writing
- Copywriting
- Editing
- Digital
- Creative
- Creative Direction
- Online Campaigns
- Outdoor Campaigns
- Print Campaigns
- TV Campaigns
- Indesign
- Office
- Content and Media Writing
Education
MA Illustration Animation
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I received an Illustration MA from one of the leading Universities in the country for Illustration.