Professional creative work by Luke Norton

  • + 7 years industry experience
  • Creative / Creative Director
  • Employers: Jam & BBH & TCO London
  • Genuine creative
  • Hardworking & nice
  • Original thinker
  • Strategic
  • Professional
  • Dreamer

ADVERTISING THAT REALLY WORKS

Effectiveness is not a dirty word - this KFC ad was actually 'viral' with 1.2m views and viral reach of 36%

HEADLINE GRABBING HIPPY KNITWEAR

The Multicultural Xmas Jumper made it onto: Jonathan Ross  |  Have I got news for you   |  Page 3 of the Independent on Sunday  |  Mail Online  |  The Guardian  |  i-D  |  The Wright Stuff (twice) - And sold 900 units

HYPER-TARGETED LOVE POETRY

These Tesco Valentine's spots were written specifically for marketing on Facebook - with creative served by demographic, meaning a 'single' person would see a different ad to one 'in a relationship'

CREATIVE DIRECTOR OF A PUBLISHING COMPANY

As Creative Director of TCO London in 2017 I worked with their publications Huck and Little White Lies to build the brands, push ideas and lead creatively on client work, I left because I fell in love

AWARD WINNING CREATIVE (BRANDED)

Authenticity is powerful, especially in advertising, where it's rare. These nuggets of documentary film realness were the highlight of my 5 year relationship with Samsung and won 2 Gold Lovie awards for branded content

DIRECTING ONLINE VIDEO CONTENT

As creative director at TCO London, I put myself forward to direct 4 stylish interview films for Carlsberg - profiling Danish master craftspeople, who make things the Danish way

SWEET / SILLY / SLIMY SCRIPTWRITING

"Use the time of a total stranger in such a way that he or she will not feel the time was wasted."

The best ads make you feel something. It makes you forgive them as entertainment. A good script is a powerful tool. I love writing comedy. Being funny helps.

CONSISTENTLY COOL MARKETING MESSAGING

Taking an 80s NU-DISCO tone of voice through the line for Ray-Ban from social posts, to website copy, email CRM, digital banners, location based targeting and point of sale assets

BRAVE IDEAS THAT PUSH BRANDS

One of the ones that got away (or that was a little-too risque for Samsung and got pulled). This is the type of idea rooted in real behaviour, that can help brands win big online.

HAVING A GOOD TIME AND DOING ART DIRECTION

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A selection of commissioned artworks created by 26 of the best working artists - putting their take on the question mark for the streetwear and shoe store size? 

MAKING ART FILMS FOR ARTISTS

Creative direction on work for Arts Council and Huck magazine - HEIGHTENED SENSES - a series of art films about female artists using technology to make people feel

SIMPLY STATED STUFF WITH STYLE

This is London Fashion Week social content for Instagram, Facebook and Twitter. Made as part of the London is Open campaign. Whatever you're selling, it should look good wherever real people are going to see it.

BEAUTIFULLY SELLING THE BENEFIT

Turns an app store product demo video into an animated modern love story, and is in essence what advertising is all about

+5 YEARS EXPERIENCE MAKING SAMSUNG ADS

Means that if you know how to manage tricky clients, you can put a body builder on a camel in South Africa. One of the perks of the job

BREAD AND BUTTER, ONLY BETTER

This is a cute film with a kid in it, made to sell child-friendly smartphones for Microsoft. Every job should be treated with love.

MAKING STUFF YOUR MUM WOULD UNDERSTAND

It's impossible to cast a convincing mum, so we used mine instead. She's simply the best.

The follow up, where she has a Mexican standoff with herself nearly got me fired

LANDMARK SOLO ART EXHIBITION

Arts Council promo for 2nd solo show @ The OXO Tower

I make art and put it in out in the real world

#WINNING WEBSITE OF THE YEAR

DADI Award winning website challenging Instagram influencers to find the most photogenic city in the world

ABOVE THE LINE, THROUGH THE LINE, CROSS THE LINE, CREATIVE

Headline writing and art direction for billboards and print

PROFESSIONAL COPYWRITER AKA PEN FOR HIRE

From branding and menu writing for restaurants, to product descriptions for design portfolios, and even tweets for Rihanna - if you want it, I can write it