I’m a London-based Creative that works directly with agencies, production companies and brands to create effective advertising and branded content. I have a strong background in film and video which reflects in my approach to work.
I’m excited by work that creates a smile in the mind for the audience, work that entertains and informs them. Whilst also communicating clearly what the brand/product/service is selling.
Their attention is valuable, and in the short time they connect with a brand, it’s important we respect that and give them back something in return for their time.
For the last ten years, I was at Across the Pond as the Creative Director and a Company Director, leading all creative work across all clients, including Google & YouTube. I helped grow the business from a two-person production company working in-house at Google to a specialised video/film/content agency of 50 people in London, San Francisco, and Singapore.
Projects
- Hertz - Cars so great you'll never want to get outCreative & Creative Direction Hertz rolled out its biggest promotional campaign for several years with a multiplatform, pan-European push of its new Premium fleet of cars, including Audi, Mercedes, Mini, Land Rover and many more. We positioned Hertz vehicles as the holiday destination, with people trying to spend as much time in them as possible, rather than the environments where they’d normally be expected to jump out to enjoy the surroundings. A series of three executions features sunbathi
- Google Opinion RewardsGet: American iPhone users To: Install the Google Opinions Reward app on their iPhones By: Making them feel like their opinions are valuable Had fun working on this ad, announcing the launch of the Google Opinion Rewards app on iOS. We needed to express the consumer benefit of a product that pays you real money for giving your opinion in a fun and relevant way. It also had to grab you in the first 5 seconds as it is running as a TrueView on YouTube (the ones you can skip). I wanted it to have the quirky feeling of a scene from Seinfeld, whilst having the aesthetic of a feature film, giving it the polish that hallowed iOS users would warm to and give a gift of some humour in return for interrupting whatever they wanted to watch on YouTube.
- Google Analytics In Real Life - Online CheckoutGet: Online shop owners To: Start using Google Analytics By: Showing them how often and easily they lose their customers. The brief: Google’s Analytics team approached us to produce a film that convinced business owners why the Google Analytics tool was invaluable to seeing how consumers were behaving on their online stores. The solution: We used humour to bring to life the frustrations of online shopping in an original and memorable way. Harnessing the comedic talents of writer and director, Misha Manson-Smith, we created a sketch that showed how ridiculous it would seem if poor online shopping experiences were played out in real life. Results: Our humourous take on a potentially dry topic was something both consumers and retailers could relate to. It achieved instant YouTube popularity, reaching over 300k views in the first week, without any media spend. It gained over one million views over the duration of the campaign. The film was not only entertaining, but also convinced people of the worth of Google Analytics. People who were driven to the website after watching the film were 2800% more likely to sign up for Google Analytics than people driven to the website through Google search.
Projects credited in
- Google Arts & Culture | We Wear Culture#WeWearculture is a project by Google Arts & Culture and it aims to discover the stories behind what we wear. Client: Google France Production Company: Across The Pond Creative Director: Robert Waddilove Creative: Kristen Steele Lewis Producer: Angelica Riccardi Edit: Giada Ghiringhelli
Work history
Director of Creative & StrategyAcross the Pond
- London, United KingdomFull Time
Google & YouTube - Led and oversaw all strategic and creative output across three offices (London, San Francisco and Singapore), 50 people, 300+ briefs representing £7million+ in revenue a year.
Travelled to Paris, Beijing, Singapore, Delhi, Rio De Janeiro, Sao Paolo, New York, San Francisco and Los Angeles to develop relationships with existing and new clients to grow the business and help set up offices in San Francisco and Singapore.
Rebuilt the creative team to reposition an existing creative director, hired three creatives and a designer. Led to more effective responses to briefs, a higher level of consistency and repeat business across clients.
Creative & Strategy LeadAcross the Pond
- London, United KingdomFull Time
Oversaw all output from a strategic and creative viewpoint across 35 people (including 2 Creative Directors) and two offices (in-house at Google and main office), representing £6million of revenue a year.
Led and won pitches for MALIBU, Sally Hansen/ Coty, 20th Century Fox - Kingsman, Triumph Lingerie, MR PORTER, Time to Change, Nike Foundation/Girl Effect. Worth £1.5million.
Brought in a new client, MediaCom and converted to a winning job - a major campaign for mental health charity Time to Change.
Developed a relationship through the Google Industry team with LV= Insurance to devise and launch their first YouTube TrueView ad. In 4 weeks it achieved 117,000 views with 86% of audience watching over 90% of the video and driving searches for 'Sick Pay Insurance' up 40% on Google.
Received YouTube Certification for Audience Development in June 2014, which covers content strategy, audience development, monetisation, analytics and rights management on the platform.
Developed YouTube channel strategies for MALIBU (With AnalogFolk), Time to Change and Sally Hansen.
Appointed a Company Director.
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Skills
- Film Direction
- Creative
- Strategy
- Ad Copywriting
- Adobe Editing
- Broadcast Commercials
- Advertising Content
- Social Advertising
- Digital Advertisement
- Advertising
Education
BA (Hons) FilmUniversity for the Creative Arts
- Farnham, United Kingdom
Practical & Theory of Film
Specialised in production, direction, editing.
FoundationUniversity for the Creative Arts
- Farnham, United Kingdom
Art Foundation Course - graphic design, illustration, photography, film, 3D design, fashion, textiles and fine art.
Awards
S
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Best Branded ShortShots
Google Analytics In Real Life - Online Checkout