Balance in nature; specifically the critical role it plays in the world and in the lives of Emperor Penguins, Flamingos and Bees was an unexpected way to communicate the perfect balance achieved with Elekta Harmony. These three creatures delivered the fully integrated, global campaign across multiple channels to our diverse audience of Radiation Oncologists, Radiation Therapists, Physicists and healthcare industry CEO/CFOs. Created during lockdown the campaign featured a pre-launch teaser phase of targeted e-mails, social media posts and films with a microsite to register for the launch event. Meanwhile the device name and details were kept secret to fuel further interest. The launch day film was opened by an Emperor Penguin, followed by key Elekta specialists who revealed the new Harmony device and demonstrated its standout features. Post launch the Harmony microsite was populated with the launch film, a virtual tour, product facts and virtual appointment booking. The results for the launch exceeded our clients’ expectations and the results of previous launches by 45%.
ROLE: Writer / Art Director
Films posted on LinkedIn, Twitter and Facebook created curiosity and increased attendance to the virtual launch of Elekta Harmony.
Walk through the Elekta Harmony in 3D with an online rep
The Lacoste men’s fragrance line was in a 3 year decline in 2012. It had sunk to an all-time low in market share and sales in the very competitive fragrance market.
Lacoste L.12.12 ‘Polo in a Bottle’ broke with all the P&G fragrance rules. The simple idea translated through an unexpected and effortless execution stood out to become not only a commercial success, but an unprecedented consumer testing success across key European cities.
ROLE: Writer / Art Director
ROLE: Writer / Art Director
‘Numbers can be Extraordinary’ aligned each Bin number to a fascinating fact, event, object or place of the same number. I set the visual aesthetic and art-direction and worked with French luxury photographer Maud R. Lonvis to shoot the simple yet striking photography and films in Paris. The campaign resulted in brand health growth surpassing global benchmarks, both within and beyond the wine category.
ROLE: Art Director / Associate Creative Director
How does the modern playboy play?
ROLE: Writer / Art Director
When a woman steals your look it’s a sign you’re doing something right. Rather than create another campaign showing men wearing suits, Hackett showed women of all ages and attitudes wearing them. Each execution built a profile of the man they stole it from through the body copy.
ROLE: Writer / Art Director
Feelunique celebrates women doing their own thing and being unique.
ROLE: Writer / Art Director
Wit and humour have always been a part of the Jaeger philosophy - this was a brand that paraded camels down Regents Street in the 80’s to show off it’s famous camel hair coats. I was hired to write copy across all their touch points to put some of that wit back again.
Role: Copywriter
Role: Writer / Art Director / CD
The first film I wrote when I started working on Rimmel - inspired by my own lash envy ! Oh for some thick lush lashes. Well thanks to Rimmel they were within reach.
Rimmel Underground was a brand created specifically for the US market. Intended to be a cooler, 'discoverable' brand it was rolled out using more creative guerrilla style marketing via flyers and stickers in clubs and bars.
Simply created using Rimmel products.
Pantene really does protect hair from damage. Helmet hair never looked so good. An exceptional client supported these very ‘un-Pantene’ executions and entered them for Cannes.
ROLE: Writer / Art Director
Clairol celebrated 80 years of brilliant colour using silkscreen printed collateral across all touch points, and an app that encouraged users to experiment with their hair colour and share it on social media.
ROLE: Writer / Art Director
A film written for Elekta to help support the brand's introduction to their unique precision radiation medicine at ASTRO 2018. Post launch it has been used on their website and social channels.
ROLE: Writer / Art Director
Ecco turned to it’s Scandinavian roots to move the brand away from the growing competition and into a unique space that they could justifiably call their own. The campaign celebrated Effortless Simplicity - something intrinsic to all Scandinavian design. Shot on Applaro, an island near Stockholm, it created a new and contemporary vision for the brand.
ROLE: Writer / Art Director / Associate Creative Director
Online viral campaign to free Aung San Suu Kyi, which helped to attract 750,000 online petition signatures.
ROLE: Writer / Art Director
A book to celebrate 50 years of Peroni.
ROLE: Art Director / Creative Director