About me
I'm a Social Creative who's worked with some of the biggest FMCG brands like Pringles, Krave, and Coco Pops, developing their editorial and social strategy. Where I was once a copywriter, but now more of a Creative, I love bleeding into new practises to enhance what I already know. Strategy, Creative, and Editorial - the best work is produced when they gel with each other.
I LOVE talking to communities through internet culture. Memes, trends, subcultures, movements...the nicher the better.
Projects
- WET PAINT [MUSIC VIDEO]Working with other creatives in the pandemic meant that we all had to be resourceful when it came to art. I'd made 'Wet Paint' with producer Finch Fetti that I really wanted visuals for, unfortunately we were seriously confined by lockdown rules and getting exciting, fresh footage was unfeasible. The solution? Work with a videographer to create a video that conveyed a particular ambience through archive footage. We wanted the visuals to match the cold, somewhat-ethereal soundscape of the track
- NEVER HURT [MUSIC VIDEO]Upon returning to a remote part of Galicia (Spain), I was blessed with a weekend of beautiful weather, curious people, and the most compassionate locals I'd ever met. I'd lived there before for 9 months and it was somewhat emotional returning to a place I'd become so familiar with pre-pandemic. I chose to get a bunch of footage for the memories, but what was more cathartic was editing the footage together as a visual companion to a song I'd written. Here's the final product, I had to use CapCu
- Coco The Monkey: TikTok's newest starWe were tasked to bring Coco the Monkey to TikTok...complete with the mascot outfit! . Using consumer, category, and brand insights to inform the creative, we're monitoring TikTok trending formats and sounds to create content that speaks to those who grew up eating Coco Pops, and those who enjoy them today. Despite the videos largely surrounding workplace culture to target young millennials, by speaking the language of TikTok (trends, formats, culture and slang) we're able to resonate with Gen
- The Crunchy Nut Puffer A/W '22Creatively concepted a Crunchy Nut Puffer Jacket based on the insight that Crunchy Nut fans are absolutely bonkers about Crunchy Nut merch. With the growing interest in streetwear and its transition into mainstream fashion, this was the perfect opportunity to tease a jacket that would rile up (or excite) the hypebeasts of the world! Streetwear? It's sweet-wear now � https://www.instagram.com/kelloggs_crunchy_nut
- @KraveUnleashed: the Gen-Z cerealBrief: a social relaunch for Kellogg's cereal brand Krave, targetting Gen Z. The Krave mascot's persona lived for chaos, chocolate, and mischief. Our team developed a brand new TOV and editorial strategy which characterised how we'd look and feel online. The aim was to be reactive with our content to join in on trending conversations, while sustaining an organic following through community management. An understanding of Gen-Z behaviours, consumption patterns, internet culture, memes and trends
- Salt + Vinegar Tingle (Pringles)While Pringles merch (bootleg or legit) has existed for years, we teased this Pringles Lip Balm based on the insight that consumers would gorge on Pringles S+V and feel an intense numbness on their lips. Naming it the Pringles Tingle, this had our followers in bits, with many of them calling on us to actually make it. This idea got some reaction from the press too (HITC and Huffington Post), which is always exciting!
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Projects credited in
- Night School: A free 8-week creative mentorship programmeNight School is a free 8-week workshop and mentorship programme to address the lack of diversity in the creative industry. In collaboration with award-winning London agency, The Brooklyn Brothers, Yellowzine have created Night School to help young, creative-minded people, aged 18-25, from ethnic minority backgrounds into the creative industry. The idea of the programme was in response to the underrepresentation of creative talent from minority backgrounds within the creative industry. Instead
Work history
Senior WriterWe Are Social
London, United KingdomFull Time