About me
Continually learn & assume nothing.
10yrs experience specialising in bringing together audience behaviour, expansive cultural insights, and brand voice to inform opportunities.
Comfortable across a wide range of ‘projects’ from 360 global campaigns to city-centric community activations, strategic playbooks and sustainability initiatives.
Experience growing new business segments, building teams and collaborating cross function from product to design.
Projects
- Pull&Bear - My BarrioAn ongoing project finding upcoming photographers and commissioning them to create a photo essay showcasing the favourite spots in their neighbourhood with a model wearing Pull&Bear clothing, accompanied by a written guide. Each photographer also is interviewed as accompanying content. Content was syndicated across the blog, website, e-commerce newsletters & social media. The series continues with: Vivek Vadoliya - Kreuzberg, Berlin Pia Riverola - La Roma, Mexico City Julieta Azlua - Buenos A
- Converse - Made By YouA Photo-story showcasing 8 tastemakers who embody self-expression. The Converse All star is more than a sneaker, it is an idea. The only sneaker defined by the creative self-expression of those who wear them. Inspired by this idea i-D produced an 8 page advertorial celebrating the young cultural influencers that call London their home. Those who are shaping what we read/watch/listen and do, aligning the Converse product with influential characters that the audience can relate to. The content
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Projects credited in
- 247365 – ADIDAS WATCHES FW19SUPERIMPOSE was briefed to create the 360 Fall/Winter 2019 for adidas 247365, a watch collection inspired the lifestyles of modern creatives, for whom time is immaterial.12
- INTERNATIONAL WOOLMARK PRIZE 2020SUPERIMPOSE Begins another year working with @thewoolmarkcompany to deliver the International Woolmark Prize 2019 and announce the future of fashion.7
- NEWCASTLE AT PHAROS FESTIVALA ‘New Age Wellness Centre’ immersing audiences into a multi-sensory anti-hype experience.5
- 747 WAREHOUSE ST, ADIDAS ORIGINALSALL-STAR WEEKEND. OPEN-SOURCE AESTHETICS. The NBA All-Star Weekend is one of the biggest annual events in the global sport and cultural calendar. For 2018, adidas marked the occasion with a two-day festival at 747 Warehouse St., LA. The objective: Place adidas’ basketball pedigree at the forefront of people’s minds with an unmissable and unforgettable weekend of music, sport, culture and brand activations that captures the attention of consumers, celebrities and press alike.3
- SWINDLED“Swindled. It’s one simple word, but one which sparked an entire movement for Services Unknown, a platform run by London’s Superimpose that explores issues facing the creative industries. It’s latest campaign – #Swindled – aims to facilitate a new discussion around Brexit, seeking an outcome that works for everyone. Having originally conceived the campaign for anti-Brexit group Best for Britain, Superimpose decided to produce #Swindled itself after momentum stalled.” – It’s Nice That3
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Work history
Strategy & CreativeDazed Media
London, United KingdomFull Time
Working alongside the Group Strategy Director & Studio team on a number of projects from commercial partnerships to internal positioning and report writing.
Freelance Strategy & Creative
- Biarritz, FranceFreelance
Dazed Studio - Internal & External Projects
MORNING.fyi- Nike Olympics 2024
TEN (FootballCo) - Multiple
Futurimpose - Dr. Martens
TMSW - adidas Football & Originals, ASOS
Hypebeast - Bogner
Something inc - Tommy Hilfiger Membership, Culted
All Corners - Vans, adidas Sportswear, Tommy Hilfiger, Squarespace
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Skills
- Art Direction
- Strategic Planning
- Consumer Behavior
- Creative Thinking
- Concept Development
- Brand Development
- Content Creation
- Content Strategy
- Trends and Innovations
- Trend Spotting
- Brand Creative Strategy
- Trend Surveillance
- Digital Media Strategy
- Trend Research and Mood Boards
- Brand Consultancy
- Media
- Youth Engagement
Education
N
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MultimediaNottingham Trent
- Nottingham, United Kingdom
Specialising in Moving Image before finishing with an investigation into 'The proliferation of mass media and it's affects on the Marketing landscape'