01. Creative
An extensive experience across a multitude of clients, media and disciplines has allowed me to refine my approach to creative work, which is to explore, innovate and lead the right team to determine how best to represent the creative concept.
My responsibilities - both within an agency and start-up environment - have included mapping out future plans, ensuring the result and processes match the client’s goals and objectives, team management and providing creative vision. And client meetings, pitching to investors, heading up teams, working in isolation and spearheading initial concepts of a project are all situations that allow me to play to my strengths.
Minecraft
As a client, Minecraft sought our expertise in developing a "beyond the game" business strategy that focused on creative social content and partnerships. Forging a strong relationship with Minecraft, enabled me to be involved in partnership conversations at the early stages. Our aim was to provide unique and innovative ideas for collaborations across a range of areas, including PR, AR, product, web3, and in-game activations to help Minecraft increase brand awareness and affinity.
Niantic
Although Pokemon Go came out in 2016 the ‘Niantic’ name is still not well known, with awareness at 13%. It was our task to help increase brand awareness & affinity by creating a truly magical, inspiring and high-impact global cultural moment in 2021, which would innovatively celebrate Niantic’s 3 core brand pillars: Exploration/Discovery, Physical Movement/Exercise, and of course Real-World Social Experiences….together, and lay the foundation for a 3-year brand building campaign by developing a brand identity toolkit that would clearly define and standout across future activations from social to outdoor.
Niantic
Although Pokemon Go came out in 2016 the ‘Niantic’ name is still not well known, with awareness at 13%. It was our task to help increase brand awareness & affinity by creating a truly magical, inspiring and high-impact global cultural moment in 2021, which would innovatively celebrate Niantic’s 3 core brand pillars: Exploration/Discovery, Physical Movement/Exercise, and of course Real-World Social Experiences….together, and lay the foundation for a 3-year brand building campaign by developing a brand identity toolkit that would clearly define and standout across future activations from social to outdoor.
Diageo
Impeccably crafted, the highly anticipated Single Malt Scotch Whisky Collection features eight treasured whiskies.
To support this launch it was my role to concept and deliver Diageo's first-ever augmented reality experience and supporting film content to be used for brand awareness. Revealing untold stories of the distilleries in a unique and enchanting way, each bottle in the collection featured a QR code guiding owners of these limited edition bottles to a unique AR experience that brought to life the amazing pack designs in a magical way with a supporting story about the legends and tasting notes of these exquisite whiskies.
Kindeo
Over the past two years I helped pivot Kindeo from an iPad app with little traction into an online product that helps thousands of friends and families around the world to come together digitally to celebrate those they love. Being heavily involved in branding, UX, marketing, creative and product design made this a wonderful professional journey for me, as this digital group hug keeps going from strength-to-strength. I am proud their series A investment is now just around the corner.
#margatedelivery
During the beginning of the 2020 Pandemic, it was obvious that independent businesses in Margate who had invested so much in reviving the local community were having to change how they operated. With some having no social channels my idea was to create a simple and community-driven destination to showcase all those businesses offering a delivery service. From flowers to online events, the community responded by tagging their photos with the hashtag #margatedelivery. Menu’s, opening hours and special offers were automatically picked up by a bot and then reposted to the @margatedelivery Instagram page for everyone to easily find.
TrueView
After securing a total of £1.5m investment as founder of TrueView, our goal was to reinvent online dating, emphasising potential matches’ true personalities, and significantly increasing the safety of online dating using social plug-ins to create a trust score, as well as a profile full of interesting content. My role was to build this business from the brand up; creating a point of difference and positioning to drive topical conversations online that less sympathetic dating brands would be uncomfortable having. This successfully got us noticed and respected.
Visit Sweden
Interestingly, Visit Sweden had previously tailored their visual identity and marketing towards the UK market. British love of Scandinavian design and culture had been totally overlooked, so it was a joy to re-inject Swedish back into all that they do. A complete site take-over by locals helped us transport you from a typical tourism site into a direct portal of live Swedish culture, showcasing real-time hotspots, food destinations and guides to parts of Sweden you didn’t even know existed. And an Instagram competition gave users the chance to win a trip to Sweden, landing directly into the aspirational lifestyle they’d been keenly observing.
Auto Trader
Wanting to place the emotional connection so many of us have with our cars at the forefront of this campaign, I created a series of beautiful online shorts, taking some of the most iconic motors of years gone by and projecting their untold stories over the top. One of the best decisions we made was finding amateur filmmakers on YouTube to shoot the content for the stories, making each one distinct. Plus, we gave petrolheads a chance to win one of these coveted classics: find the clues within each film, and Tweet or Instagram where we digitally parked it. Well, that is what my pitch said anyway.
