I'm a creative director with a track record of developing award-winning campaigns alongside leading advertising agencies in London, New York, and Berlin. The campaigns I've conceived and executed have contributed to the success of the world’s most revered brands. My work has been recognised at Cannes, Oneshow, Award, and Axis.
Projects
- eBay - Details make us tickCounterfeit luxury watches were becoming more common and more difficult to discern. Consequently, more people in the market were cautious about buying second-hand luxury watches online. eBay asked us to remind watch enthusiasts about their Authenticity Guarantee promise. So we told a story about one of eBay's most experienced watch authenticators whose infatuation with watches guarantees no fake gets past him.
- Kum & Go TVC 2021American convenience store chain Kum & Go decided to introduce a new and more adventurous menu, distinguishing it from run-of-the-mill convenience stores in the US market. With a touch of Kum & Go's family-friendly irreverence, we endorsed their fresh and flavourful new meals by depicting customers' reactions to them.
- Leukaemia UK Blood Cancer Awareness MonthBritain’s two largest leukaemia organisations Leukaemia U.K and Leukaemia Care approached us to deliver their joint UK-wide campaign to raise awareness of the 3 key symptoms of leukaemia and urge people experiencing them to speak up. At the time, relentless Covid messaging had fatigued the public, so we knew an unconventional creative strategy would be imperative to divert the public’s attention to yet another set of symptoms. To generate cut-through and memorability we built the campaign around
- PayPal global Christmas campaign 2020With the pandemic at its peak, there was little doubt the festive season was going to be different in 2020. But different didn't have to mean worse. On the contrary, we saw an opportunity to invent new traditions and dream up new ways, however big or small, to make Christmas special. Warm and human, our global Christmas campaign brought to life the meaningful ways Xmas could be made special with a tiny little bit of help from PayPal.
- Caltex. It's a local thing.Caltex New Zealand is locally owned and operated. Problem was, as a brand, they were perceived as an American corporate giant, out of touch with the average Kiwi. So, we rebranded them. Our integrated brand campaign launched with a series of animated TVCs, illustrating the genuine and unrestrained relationships Caltex staff have with the locals whom they've come to know inside out.
- Battle to the BeehivePolitics in New Zealand is dull, especially for the disaffected and disinterested youth voters who have one of the highest rates of political apathy in the world. So, when an important general election comes around, how do you engage these bored 18-24-year-olds? Catering to our audience's favourite pastime, we created a videogame with a political theme. The initiative resulted in a record youth voter turnout and the installation of NZ’s youngest ever Prime Minister.
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Work history
Freelance creativeIris
London, United KingdomFreelance
Freelance creativeMcCann London
London, United KingdomFreelance
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Skills
- Concept Development
- Copywriting
- Advertising
- Creative Direction
- Brand Management
- Art
- Art Directing
- Campaign Execution
Education