PROJECT HIGHLIGHTS: CREATING GLOBAL CAMPAIGNS FOR BIG BRANDS

LEGO – REBUILD THE WORLD

The colourful brick company wanted to show the world how playing with Lego can build brilliant life skills. I wanted to take them back to basics and show what can be done with just a handful of bricks. In the hands of Simone Biles, Mark Ronson and Tomo Koizumi the bricks did back flips, became hit music tracks and entered the world of high fashion.

Global PR Campaign as Creative Director @ Exposure – Featured on Grazia, Mashable, Campaign and WeTransfer.

EXPERIENCED IN FASHION, FILM AND PHOTOGRAPHY

UNIVERSAL WORKS X BIRKENSTOCK

Tasked with launching a stunning collection of Universal Works sandals, I wanted an interesting way to focus on the feet. Cue ‘Soft Shoe Shuffle’ – the all-male modern dance film styled in socks and sandals. To this day, it makes me smile every time I see it.

Collaboration Launch Content as Creative Director @ Exposure – Featured on HYPEBEAST, The Modern Draper and HERO Magazine.

DEVELOPING PURPOSEFUL PODCAST CONTENT

DR. MARTENS – TOUGH AS YOU

Redefining toughness with the iconic boot brand. Hosted by polymath model Georgia Moot, we created a tough talking podcast for Dr. Martens, taking on topics impacting youth culture, that are traditionally hard to talk about.

Podcast with Purpose as Creative Director @ Exposure – Featured on Complex, SHOW Studio and Refinery29.

I CAN GRAB HEADLINES WITH BOLD IDEAS

THE MULTICULTURAL CHRISTMAS JUMPER

Headline grabbing hippie knitwear with a heart. Deliberately divisive, The Multicultural Christmas Jumper was a PR sensation that sold 900 units in its first season, as well as making it onto: Jonathan Ross, Have I got news for you, Page 3 of the Independent on Sunday, Mail Online, The Guardian, i-D and The Wright Stuff (twice).

PR stunt as Creative @ Engine

I LIKE DOING FUNNY COPYWRITING.

KFC – IT’S IRISH-ISH

I spent the first 6 years of my career as a copywriter and this is my favourite piece of work from that time. There was almost nothing Irish about the dubiously named KFC O’Sanders Burger. So I felt it was time for an official apology… With a twist. This KFC ad was actually 'viral' with 1.2m views and organic reach of 36%.

Viral Video as Creative @ BBH

I CAN HELP CONNECT CLIENTS TO CULTURE

size? – Artist Engagement

The sneaker store and streetwear seller size? wanted to commission original artwork for postcards, merch and blog content. I enlisted some of the best artists with individual styles and got them to create a piece with an open brief: Give us your take on the question mark.

Artist Engagement Campaign as Creative Director @ TCO LONDON

AND I TRY TO ALIGN MY ADVERTISING WITH ETHICS

VLISCO – CITY OF JOY

Wax fabric maker Vlisco created a collection of cloth honouring women of the Democratic Republic of Congo, who’ve been raped as an act of war. Rather than focussing on their past, we wanted to show how they’ve turned their pain to power by being part of a community called the City of Joy. 5 of Africa’s leading female fashion designers created clothes for the campaign, which the women wore at runway shows in Bukavu and Kinshasa. The collection raised 500,000 Euros, which went towards the women’s further education.

Ethical Brand Campaign as Creative Director @ Exposure – featured on National Geographic Sky News, Metro, Forbes and The Sunday Times.