Professional creative work by Luke Norton
- + 7 years industry experience
- Creative / Creative Director
- Employers: Jam & BBH & TCO London
- Genuine creative
- Hardworking & nice
- Original thinker
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
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