PROFESSIONAL CREATIVE WORK BY LUKE NORTON
+ 9 years industry experience
Creative Director / Genuinely Creative
Employers: Exposure / BBH / TCO London / Jam (Engine)
Hardworking & nice
MY SOCKS IN SANDALS DANCE FILM DEBUTED ON HYPEBEAST AND IT MADE ME REALLY HAPPY
This is my favourite piece of professional work to date, and it was created by an incredible team. An all male modern dance film. My concept and creative direction for Universal Works x Birkenstock. Director: Samuel Taylor, producer: Henry Napier-Brown, agency: Exposure.
I LOVE MAKING FILMS AND WORKING WITH FILMMAKERS
The ambition here was to make a fashion film with a story. It was made to be played in cinemas across Europe, promoting Red Bull’s apparel brand AlphaTauri. Directed by Barnabas Wilhelm. Produced by We Are Familia.
CREATIVE DIRECTOR, CO-CREATOR, COLLABORATOR… I’M DOWN FOR WHATEVER.
I love when I get to make films with my friends. This charming little spot was made with Bobby Goulding at Pavilion films for Exposure. It shows how Uniqlo Heattech makes London’s mornings warmer, and hopefully makes you feel warm inside.
I MAKE ART, WRITE POETRY, PUT ON EXHIBITIONS AND PERFORM
This is the Arts Council promo film for my second solo show in London
I’M QUITE FUNNY…
Effectiveness is not a dirty word - this KFC ad was actually 'viral' with 1.2m views and viral reach of 36%. I came up with the idea and wrote the script.
I MADE A CHRISTMAS JUMPER THAT MADE HEADLINE NEWS
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 it sold 900 units.
I LIKE HAVING BRAVE IDEAS THAT PUSH BRANDS
This one 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. I thought it was a shame.
I WAS CREATIVE DIRECTOR OF A PUBLISHING COMPANY
At 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.
I’VE WON AWARDS, FOR TELLING STORIES (FOR SAMSUNG)
Authenticity is powerful, especially in advertising, where it's rare. These nuggets of documentary film realness were the highlight of my 5 year working relationship with Samsung and won 2 Gold Lovie awards for branded content.
AT BBH I WROTE A BEYONCE REFERENCE IN A TESCO SCRIPT
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'. I had such a great time crafting this scripts.
I’VE HAD EXPERIENCE DIRECTING ONLINE VIDEO CONTENT
While 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.
SCRIPTWRITING IS ONE OF MY PASSIONS, AND AMBITIONS
"Use the time of a total stranger in such a way that he or she will not feel the time was wasted." – Kurt Vonnegut
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. It comes quite naturally to me.
I LIKE SIMPLY STATED STUFF, WITH STYLE
This is a selection of commissioned artworks created by 26 of the best working artists. Art directed and selected by me. Their brief was to put their stamp on a question mark for the streetwear and shoe store size?
MAKING ART FILMS FOR ARTISTS IS FUN BECAUSE IT GIVES YOU LICENCE TO BE WEIRD.
Creative direction here, films for Arts Council and Huck magazine. A series featuring female artists, who use technology to make people feel. Made with pleasure with Zach Sebastian.
I PUT MY MUM IN MY VERY FIRST AD CAMPAIGN
It's impossible to cast a convincing mum, so we used mine instead. She's simply the best. She’s a Tina Turner fan.
The follow up film, where she has a Mexican standoff with herself is so stupid, it nearly got me fired.
AND I ONCE WROTE A TWEET FOR RIHANNA
There’s not much more to the story than that.