I was the Creative Director for the global launch of Dove's new Bond Strength haircare product range. The campaign consisted of content, tv, print, online, social and outdoor.

We created the new Boots beauty platform, Beauty without Boundaries, to communicate the incredible breadth of their beauty offerings, innovations, accessibility and products.

From this platform was born our campaign… We’re all together beautiful. The campaign was socially led and included film, print, digital, in-store and outdoor. Focussing on real people from diverse backgrounds our aim was to make everyone truly feel part of the beauty conversation and by using geo-targeting we could make not only people in the whole of Britain, but every city, town and village feel truly part of the story.

I was the global Creative Director for the US campaign launch of Dove's new premium product range... Dove scalp+ hair therapy. Included content, tv, print, online, social and outdoor.

Along with the print and outdoor campaign, McCann London tasked me with producing a global creative toolkit of scaleable ideas to launch Pandora’s latest product, SHINE™ (a new metal coated in 18K pure gold). The way this new product was made was the perfect inspiration for the core idea for the launch:

PANDORA… Wraps Cities in Gold.

All the ideas were used by various markets. The content was made into a global tvc and stores around the world were wrapped in glorious, molten gold. From projection mapping of gold dripping over buildings in Milan, to a fleet of gold wrapped cars to ferry VIP’s to the launch event hosted by Ciara in New York City. No matter the scale or budget, there was something for every market.

When eBay gave us this social brief to promote the fact parents could make nearly three times more selling their second-hand toys on eBay, I was excited. By playfully highlighting the competitive nature of kids with their new, upgraded toys the message was clear… Mums make more money, selling on eBay. The social campaign was so successful they decided to run it on tv too and eBay Global HQ said it was the most effective piece of marketing they’d ever produced. As a result, McCann London was invited to pitch on the global eBay account (which they won).

I was the art director for the global launch of Cube Truffles and G Cubes by Godiva. We wanted to highlight the cube shape of the products, but also express the abundant and generous fillings, so had certain ingredients luxuriously escaping from the cubes. The imagery needed to connect from section to section seamlessly, so precision and planning were imperative. Alongside the stills for the outdoor, print, in-store executions, digital and social channels, we shot moving image for content.

The photographer is the incredible Patrice De Villiers.

I art directed the 360 campaign to launch Disney’s 90th anniversary of Mickey Mouse with a limited edition Pandora charm. Along with a countdown on social, we sent influencers exclusive golden Mickey ears to create a buzz around the collaboration. Magical special build outdoor bus shelters were proposed, alongside the in-store windows, packaging and certificate/card of authentication for the charms, all print, online and outdoor.

When I heard Louis Vuitton was collaborating with the NBA by creating a collection uniting French craftsmanship and American sports, one iconic Parisian location came to mind. A takeover of this existing outdoor sporting venue presents a unique and innovative experiential installation combining luxury, sport and the street. This one-of-a-kind court in Pigalle, Paris would become a must-visit insta-fab tourist destination, as well as a set for shoots, shows and events.

This could become a larger global experiential event, by taking over other purposeful basketball courts around the world, creating a sense of anticipation around where the next one will appear.

To support this activity and generate a new audience, an unexpected (yet completely natural) collaboration with the Playstation NBA game to create a limited edition Louis Vuitton version of the game and console.

Game on… let’s get Louis’d.

PwC Global Assurance wanted to launch their new internal strategy to: 'inspire a movement of trust that creates lasting confidence in business and beyond'.

We created an internal film and accompanying imagery for them
to launch this global movement, which started internally and introduced it's 85,000 Assurance practitioners around the world to the new strategic direction.

We worked with an amazing team including The Sweet Shop, The Quarry, The Mill, Prodigious, the very talented Noah Conopask and the divine voice of David Harewood from Homeland :)))

Edwardian Group London’s six Scoff & Banter restaurants serve classic British ingredients, in classic British flavour combinations, cooked with classic British finesse. Our new campaign celebrates this Britishness - in all its quirky eccentricity.

At its heart are five characters: each based on the elements of a classic signature Scoff & Banter dish, and each lovingly hand-painted to evoke the illustrated (and quintessentially British) world of “Wind in the Willows”.

The characters appear in print, postcards, on the walls of the restaurants, outdoor, online, in social media and even on a range of merchandising materials. All supporting the campaign theme: “How very British”.

A huge thank you for the glorious oil paintings of our characters by the uber talented and very lovely David Lawrence.

Lürzer's Archive 2015

Communication Arts 2015

The Drum

A print and poster campaign for the Ikea Restaurant and Café using their self-assembly instructions as inspiration.

Dubai Lynx Awards 2012 - Silver

Cannes 2012 - Shortlist

Clio Awards 2013 - Bronze

If Lego inspires and develops the builders of tomorrow, I wonder if they were inspired by the builders of yesterday?

One brand sprung to mind on my last visit to see the Acropolis restoration project and I thought what an amazing experiential opportunity it was. Lego could also photograph and film the experiential and use for social content, ads and outdoor.

Le Cocktail Connoisseur is my side project born in 2016, where I art direct, write and shoot all content for the online eco-system of the brand. It involves interviewing bartenders around the world and highlighting their creativity and achievements in the industry through interviews and videos shot from a ‘customers POV’. I also created the editorial line for the Instagram account which has been named by online influencers and magazines as one of the top cocktail accounts to follow.

Through this project I now write content for drinks publications, judge global and local cocktail competitions, and am invited by brands to cocktail weeks, product and menu launches and competitions.

Volvo was celebrating the 50 year anniversary of their 3-point seatbelt. Despite countless seatbelt awareness campaigns, seatbelt usage is low in Dubai – the UAE has one of the highest rates of road deaths the world. Our challenge was how to get young people to begin thinking positively about seatbelts rather than collectively avoiding them. So to engage with fashion conscious youth, we found a unique way to talk about safety – by looking at the ever-changing fashions worn underneath the seatbelt. And while most seatbelt safety campaigns focus their efforts on costly print or tv campaigns, we leveraged a limited budget (USD 32,000) by identifying cost-effective channels that would surprise and connect with young people directly.

This unconventional approach took our message where few safety campaigns have gone before. Thousands saw the mall activity over the five week campaign – with onlookers taking photos and posting their shots across blogs and social media. The magazine created PR in places Volvo safety normally would never get in: such as fashion blogs and style magazines. Plus, the tactical component generated genuine leads and test drives. All in all, we produced more than 6,800 media impressions, over US$ 55,000 worth of free media coverage, countless test drives and more than 1,800 real leads for Volvo. And most important, young people started looking at the seatbelt differently.

We created an image collection featuring popular trends from the past – all worn with the seatbelt. But rather than depending on ads in magazines, we reduced costs and increased understanding by creating our own fashion magazine, connecting youth with seatbelt interest stories and fashion in one attractive package. Magazines were distributed directly to cafés, galleries, and the press. The mall, frequented by young people, was identified as a space to target them during their shopping journey, where and when they least expected it. So we partnered with popular retailer Massimo Dutti, creating high-impact storefronts featuring seatbelt clad mannequins. These garnered attention, driving people instore with a direct promo – the chance to win a new Volvo. As the campaign gained momentum, live mannequin displays amplified the buzz – drawing impressive crowds. Instore, postcards drove people to enter the contest online, where we captured valuable data with every entry.

Dubai Lynx Awards 2010 - Gold x 2

Dubai Lynx Awards 2010 - Bronze x 2

Dubai Lynx Awards 2010 - Shortlist

The Loerie Awards 2010 - Shortlist x 2

Effies 2010 - Bronze

Our campaign for the May Fair hotel surrounding London Fashion Week had two aims; to create an online buzz and to drive footfall to the May Fair itself. All of our activity was united socially using the hashtag #hoteloffashion.

We created a multi-channel campaign for London Fashion Week working in collaboration with the highly acclaimed designer Anya Hindmarch. We promoted her window installation and exclusive signature afternoon tea through a stop-motion film and vines we created and seeded online.

In conjunction with this we created a bespoke LFW cocktail menu naming the cocktails after relevant fashionistas, bloggers and models.

Alongside this, we ran a competition to win a fashionable weekend in London, which involved a mercedes limo, dinner for 2 at the May Fair Kitchen and a night in a suite. We also installed a photobooth in the hotel foyer, where people could instantly tweet themselves "striking a pose".

The hotels Twitter following rose by 10% during the activity and had a social reach of over 7.5 million.

A selection of fashion and beauty work I have done at various agencies. The work ranges from tv, print and outdoor to both printed and online look books.