Projects
- BBC Radio 1Engaging a broader audience with the specialist music credentials of Radio 1’s presenters. For the web, through TV to the big screen. This huge integrated campaign was the result of my true understanding of the client’s needs and the potential in the initial idea. I worked closely with the client and production company to achieve award winning results on a limited budget. We took the digital idea onto TV and the agency onto TV for the first time. The ‘Meet the DJs’ campaign started life as a
- J2O blendsWhat happens when you bring together the Royal Philharmonic Orchestra and a spoken word poet? Britvic’s first digitally-led content campaign We brought together spoken word poet James Massiah and the Royal Philharmonic Concert Orchestra to collaborate on a series of 20 original pieces. From haiku to rap, we put our spin on the Brit Awards and Valentine’s Day, paid homage to the famous, captured our love of London and paid tribute to J2O’s most loyal fans. But it’s when we fused James’ storytel
- Jack Daniel'sRe-established Jack Daniel’s musical credentials for a new generation. JD Roots. A dynamic musical endeavour that takes bands back to their hometowns for a series of one-off gigs. Fans of the Cribs, the Horrors and Twin Atlantic competed for tickets on our site where they could also take a video tour of each bands’ hometown and discover the places that inspired them and their music. A broadcast media partnership with the NME took the experience to the masses and all three gigs were streamed live. Despite the brand’s rock ’n’ roll heritage, through customer research we found that over half their new target market of 19-29 year olds saw no association between Jack Daniel’s and music. JD Roots established the legendary Tennessee whisky’s relevance for a younger audience by creating a platform that celebrates its heritage in music and whisky-making and the role their hometown plays in both. We saw over 5,000 new sign-ups, of which 75% were under 29. And the gig attendance had an average age of 27.
- Yell.comCreating an innovative fully integrated campaign We created and innovative through-the-line campaign, which included not just and agency first, but a world first. As part of a huge campaign for Yell we pioneered the use of interactive bus shelters – providing commuters with local services, shops, restaurants and bar information. We also achieved a world first with the use of GPS-triggered digital outdoor advertising. Location specific messages changed in real-time on bus sides as they travelled through London. This innovation ensured the advertising stayed targeted, exciting and relevant at all times. The campaign included TV, cinema, outdoor, press and online which we handled in its entirety. During the course of our initial campaign presentation, the client doubled our budget, contract and remit that resulted in the move to bring the ATL work into a digital agency. Awards include: D&AD pencil, Revolution and IAB Creative Showcase Grand Prix amongst others. The campaign also featured in the Creative Review Annual and was named one of Campaign’s Top 10 Digital Campaigns of the Decade.
- Gordon's GinLeading a brand campaign for the leading gin brand Gordon’s have been using Gordon Ramsay to re-affirm their product as ‘The Definitive Gin’. His well-known distaste for anything less than perfect rubs off on the brand as part of the deal. We developed a series of online ads for the brand. Then building on our relationship with the client, and three hours left to use in his contract for the year, we developed a TV commercial to remind people exactly what makes the perfect G&T. We also developed the brand site for the nation’s favourite gin. Building on our client relationship to push work beyond our remit
- The Utopia EnquiryCreating Channel 4’s first multi-platform drama. The Utopia Inquiry. A three-part investigation into the unseen powers that affect us all. Blurring the lines between fact and fiction it brings to life the disturbingly controversial issues touched upon in the TV drama. The Inquiry forced viewers to question their behaviour, the decisions they make every day and the resulting consequence. As faced by the show’s characters. We used social channels in real time and digital Easter eggs to achieve our ambition: to blur the boundaries between fact and fiction. To create something deeply personal and unsettlingly real. The results: Over 2 million page views, with the average time spent exploring the site being over five minutes. 5,000 raisin boxes were downloaded and 3,000 people called the appeal line (with no promotion and little screen time) 15,000 Facebook fans engaged in lengthy debate and 5,000 Twitter followers contributed to 45, 000 tweets during the series Awards: DADI Grand Prix, Lovies, BIMA and an actual BAFTA Nomination
Work history
Creative Director
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Senior CopywriterAKQA
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Skills
- Advertising
- Film
- Marketing PR
- TV
- Print Design
- Art Direction
- Design