Creative Director on the social media campaign for Smart Energy GB featuring Ross Kemp and integrated creative across the full campaign.

Agency: AMV BBDO
My Role: Creative Director

Degree, also known as Sure in the UK and Rexona in the rest of the world, believes movement has the power to transform lives and, as the world's number one deodorant and antiperspirant brand, wants to empower everyone with the confidence to move however they want.

We teamed up with influential movers around the world, including wheelchair motocross champion, Aaron “Wheelz” Fotheringham, paralympic athlete Blake Leeper and former ASU wrestler Marlee Smith to help them push their boundaries and demonstrate the amazing feats that are possible when you feel protected. That’s where our NONSTOP protection crash ads come in.

The campaign features the brand’s NONSTOP protection message designed by world famous typographer Chris Labrooy on bespoke airbags, crash mats, helmets and gumshields. The content shows people using these “Crash Ads” to conduct impressive physical feats.

My Role: Senior Creative
Agency: AMV BBDO

“Bigger Christmas Trees” was a collaboration between Apple and world-renowned artist David Hockney.

Between December 1, until Christmas Day, a pair of Christmas trees would light up the two smoke stacks at the iconic Batterse Power Station. “Bringing hope and joy to Londoners.”

The campaign won multiple awards including a craft Bronze in Cannes.

Agency: Apple
My Role: Creative

Hayu is the home of reality TV and partnering with them I looked after their always on social activity across Instagram, TikTok, Threads and more.

Concepting and producing 30+ assets every month meant we had to be lightning fast jumping on trends and memes as well as being strategic in our approach, thinking ahead of whats coming up in the calendar always making sure we were one step ahead.

We also worked closely with them giving the brand a visual face lift making sure all their assets were unmistakably Hayu.

Agency: SEEN Connects
My role: Creative Director

I used AI to visualise the MARTINI brand world.

Inputting brand terms, taste notes and ingredients I generated a suite of visual assets using Midjourney.

Making MARTINI the first spirits brand to utilise AI in their advertising.

https://www.instagram.com/martini/

https://adage.com/creativity/work/martini-first-spirits-brand-launch-ai-created-campaign/2462081


Creative Agency: AMV BBDO

My Role: Social & Interactive Creative Director

Bombay Sapphire partnered with Baz Luhrmann to launch 'Saw This, Made This' campaign.

The campaign invites people to capture and share on social media what they see in the world that creatively inspires them, and what they have subsequently made, using #SawThisMadeThis.

Through collaboration with hundreds of artists and creators from a variety of disciplines, the campaign featured before-and-after ‘Saw This, Made This’ videos and photos, demonstrating how people can reframe the world around them and turn that inspiration into creative expression.

The campaign culminate in 2023 in an awe-inspiring showcase of the world’s creativity, in partnership with global arts organisations in London and New York, including the Design Museum in London, UK, an industry-leading institution renowned for its support of the creative community. People are invited to join the movement on social media using @BombaySapphire #SawThisMadeThis, with the chance of their creations becoming part of a global showcase of creative inspiration at the Design Museum and other leading creative institutions around the world.

Agency: AMB BBDO
My Role: Social Creative

To support Sheba’s involvement in the world’s largest coral restoration program, AMV developed Sheba Hope Reef as part of the integrated global campaign HOPE GROWS.

The 150 ft long reef, which spells out the word HOPE, is a thriving coral reef, planted in August 2019 on a site of dead coral rubble on the coast of Sulawesi, Indonesia. This living billboard is now discoverable on Google Maps & Google Earth, plus viewable underwater in Google Street View.

Throughout my time at AMV I have been involved in various parts of Hope Reef, from the very beginning thinking about how it will live on social media to recruiting Ocean Advocates as part of the latest activity.

https://www.shebahopegrows.com/
https://www.instagram.com/shebahopegrows/

Agency: AMV BBDO
My Role: Social Creative

Ah yes Christmas, the most Mariah of times.

AMV created a tongue in cheek TV ad featuring the queen of Christmas herself Mariah Carey, celebrating 25 years since the release of “All I Want For Christmas Is You”.

I created an AR Filter on Facebook and Instagram that allowed people to sing along and try to hit that famous high note as well as adding some Mariah Christmas glamour to yourself.

For the first time ever “All I Want For Christmas Is You” hit the Billboard no1 spot.

Creative Agency: AMV BBDO
My Role: Social & Interactive Creative Director

To help Martini launch Fiero I created a suite of social first assets showcasing the ease of the 50/50 Fiero and Tonic pour.

As part of it I created assets that played around with the Instagram and Facebook platforms making it seem like the drinks literally break out of the picture creating real thumb stopping content.

I also created the Martini Giphy.com channel to allow people to access custom made GIF stickers through Instagram and Snapchat.
https://giphy.com/martini


Creative Agency: AMV BBDO
My Role: Social & Interactive Creative Director

Kellogg’s iconic Chocovore character loves chocolate, so we came up with unique way to allow people to feed him live on Twitch.

We created a custom drone chocolate delivery system and custom UI which allowed viewers to command the drone and ultimately decide when the chocolate should drop into the huge Chocovore mouth.

Every time they managed to feed the Chocovore the drone would ascend higher and higher.

The show was hosted by @justriadh and we teamed up with a host of local influencers to drive awareness of the game.

Creative Agency: Digitas UK
My Role: Creative Director

To promote property development group Cortland Partners we sent comedian Ellie Taylor on a quest to find the worst rental property in Britain.

We all know rentals can be bad but what Ellie found surprised us all.

My role: Creative Director

Virgin Media asked if I could come up with an "internet" version of their epic Fibre ad and what could be more "internet" than cats?

 

Creative Agency: BBH
My Role: Creative

Christmas is a big deal at Tesco.

This is why they try to make their food as helpful as possible, whether thats party food that all cooks at the same temperature or ham that smokes itself.

I was responsible for the 2016 Christmas campaign on social media.

There were two challenges that kept coming up, hosting a Christmas party for a lot of people and cooking the big Christmas dinner when you're an inexperienced cook. 

I created a campaign around the thought "If we can do it here, you can definitely do it at home" to show how helpful the Tesco Christmas food is.

The campaign was created as a mobile first experience.

The two films have became the most viewed films on Tesco's Facebook channel.

Creative Agency: BBH
My Role: Art Director / Copywriter
 

Dulux wanted to encourage parent and kids to play more together and worry less about potential mess so they developed Dulux Easycare, a tough wipeable paint.

To show this off we threw the ultimate puppy playdate and live streamed it on Facebook, allowing viewers to interact and control the stream.

Watch the full live stream here

Creative Agency: BBH
My Role: Art Director / Copywriter

KIA teamed up with League of Legends EMEA Championship also known as LEC and legendary caster Trevor "Quickshot" Henry.

Asking LoL players to share their best plays and have the chance to have their gameplay casted by Quickshot during the LEC finals.

Agency: We Are Fearless
My Role: Art Director & Copywriter

I first worked with Agent Provocateur in the early days of the internet, before the days of WordPress and terms like “Snaps” and Social Media had been invented.

I was at an agency called Wax New Media and Agent Provocateur was a tiny one shop business in London, Soho. 

Wax built their first ever “online store” and it was an enormous success, this at a time when buying things online was about as normal as going to space is today.

Through the years I went to different agencies and ended up working with Agent Provocateur over and over again by chance.

During this time the brand became famous, it expanded and became a “global super brand” (not my words) always listed as one of the coolest brands on the planet.

I started working with them directly doing events like club nights, concerts and shows.

Eventually Agent Provocateur asked me if I could take over the creative account and I set up my own agency to service them.

The work produced was to launch their 2009 range and we conceived a campaign around Superheroines, creating a character for each product line with their own unique superpowers.

We shot films showcasing each superheroine and their special powers and created a comic book telling the backstory and also doubling up as a catalogue.

For the launch of the campaign to get people talking we did a stunt at Selfridges in London where characters from the comic paraded outside the department store.

We also completely revamped the Agent Provocateur website to reflect the campaign.

Creative Agency: Everland
My Role: Creative Director

Article on bleedingcool.com 
Article on Daily Mail about the PR stunt

I concepted and wrote these TV ads for Barclays new "Let's Go Forward" campaign

The ads were finished by a different team

Agency: BBH
Role: Copywriter

VODs part of the Barclays Fraud awareness campaign

Creative Agency: BBH
My Role: Art Director / Copywriter

I created the headline “YOU’RE WELCOME” and created a visual toolkit for the Bacardi festive season

Agency: AMV BBDO
Role: Social Copywriter and Art Director