About me
Where I was once a copywriter — but now more of rounded Creative Strategist — I love bleeding into new practises to enhance what I already know. Strategy, Creative, Design and Editorial - the best work is produced when they gel with each other and collaborate.
My client list has included brands like EA, GameScience, Mars, Heineken, EE, Pringles, Krave, Coco Pops and more to deliver innovative influencer and editorial social media strategies.
I LOVE talking to communities through internet culture. Memes, trends, slang, subcultures, movements...the nicher the better.
Projects
- Core-core: the -core to end all -coresAt Goat, we were encouraged to find ways to present our own interests and curiosity to the wider Strategy, Creative, and Design teams My first proactive piece was on Core-core, what it was, what it aimed to do, and why it came about. I also looked into its place in the how social platforms had developed and asked serious questions about its validity as a modern, post-Covid, quick dopamine art form. Was its meta-weirdness just the logical conclusion of where we're at right now?
- Black Myth: Wukong - Bridging The Gap between the East and the WestInsanely hyped since the first gameplay trailer, Black Myth: Wukong was a contender add something fresh to the Souls-like universe. A game full of rich Chinese folklore, history, and mythology with countless Easter Eggs to hunt down, independent developer Game Science looked to us for a comprehensive influencer creative. Several articles, videos, and TikToks later, I found that the deep cultural context which made up the game's fabric would largely be lost on Western audiences, a challenge that
- The Corner Shop - launching Rum Stripe in the UK!The team at Goat and I were tasked to launch Rum Stripe (the new cocktail-in-a-can) in the UK to a "Gen-Z, urban liver" audience, presenting the RTD beverage as a high-octane, energetic, party-led product that nodded to inner-city nightlife. While its sister brand Red Stripe was deeply recognised in the music/festival space, parent company Heineken were apprehensive about launching Rum Stripe in case it didn't live up the same cultural appeal that Red Stripe did. The end result was an experien
- 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
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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
StrategistThe Goat Agency
London, United KingdomFull Time
Senior WriterWe Are Social
London, United KingdomFull Time