Creative Director & Copywriter
Introduction
I’m an experienced creative director, copywriter and, depending on the need, all-round problem solver. I work for brands either as part of in-house marketing teams or fitting into the gaps between existing agency relationships. And I work with agencies as a freelance creative director and copywriter.
Work
I don’t just lead projects, I also write. Not just the ideas, stratifesto’s and hero films, but also the posts, the blogs, the collateral the brand mission and vision and not forgetting the emails with the multiple goddam letter variants. What makes me different from any other creative director? I create ideas clients can see on their balance sheet.
Haven
Everyone overlooks what you get from a holiday by the British coast. It’s not nostalgia or convenience or price. For a city dwelling nation it’s something way more powerful – freedom. Sales up 11m after 2 months.
Sane
People with depression struggle to talk about their illness. So during Mental Health Awareness Week we asked 50 of Sane’s most vocal ambassadors to go silent on social media - Stephen Fry included. Calls up 37%
Suzuki
We wrote and produced this promotional campaign during lockdown, deliberately featuring dealers in order to make the cars feel as accessible as possible. There’s a time to show an SUV accelerating up a mountain pass. And there’s a time to show a dealer from Swindon.
Superdry
Our idea was that your winter jacket is more than just a jacket, it’s your best friend. Grime artist Paigey Cakey did the rap and we shot it on a shoestring over 24 hours in Berlin. 164% uplift in sales.
Barclaycard
Start Today was disruptive because it talked about using your card for small spends, instead of just talking about debt. For her new year's resolution, we got Gia Fletcher to start something new every single day - with help from friends like Freddie Flintoff and Bradley Wiggins. 35m views, 17m engagements, 90% positive brand sentiment.
EE
We made 14 of these testimonials and they increased predisposition to EE as a business network by 32%. If this is what EE can do for London’s Air Ambulance, imagine what they can do for your business.
Royal Mail
To force re-appraisal of mail as a medium we started a movement with leading industry figures as torchbearers. Results: 9,000 visits to the site and 600 downloads of the research report.
Renault
It took 12 seconds for the roof on the Renault Wind Roadster to go down. Get your kit off in 12 seconds and you could win one.
The Army
The campaign that used gaming to help The Army hit its recruitment targets for the first time in 12 years.
Orange
We said: “Don’t try to make Orange business-like, talk to businesses that are Orange-like”. And instead of ads, we ran a competition for start-ups to win funding. Shifted Orange to No1 for brand consideration.
AA
Our idea was very simple - do you see yourself in a better car? Then we cast Olivia Coleman and Stewpot from Grange Hill and the whole thing went tonto. By which I mean it tripled the size of the AA’s loans business.
Carlsberg
The brief was to create a new global campaign based on moral courage, which after months of script writing, we found lay in the small, the selfless and the everyday.
BBC Sport
The only advantage BBC Sport could still claim was their ability to get the whole nation watching such a broad breadth of sporting events. Then the day this was due to launch, they cancelled Grandstand due to a lack of content.
Superdrug
This campaign was made from video diaries captured with no script, no director, no crew, no agency and no client. Consequently the ads had a freshness and an intimacy that made them phenomenally effective.
Shell Lubricants
Shell Lubricants are often the invisible part of their clients success. Targeted at engineers around the the world, this campaign revealed the hidden partners behind different sports stars success.