I’m a former Creative Planner at Byte London, working across JustEat, Asos, Spotify and Pret. My role spanned from generating ‘the big idea’, to developing brand campaigns and digital-first creative, social content strategy, copywriting, (hand modelling), on-set art direction, production and post-production creative management. Phew. It was busy, exciting and collaborative, and I learnt to juggle multiple projects at once! Byte’s niche was innovative, paid social and tech-focused marketing, enabling the masses to be reached by unique creative messages.
(Post-shoot Creative/Copywriter across ASOS summer 2018 campaign)
(From concept to production to copywriting, I was a Creative across entire Just Eat Magical Tales 2018 Campaign)
Experience the magic of Just Eat yourself (videos and mobile-specific creative below). Choose your takeaway:
(Creative/Content strategist, art direction and production for PretUK social channels)
I’m also a former Creative at Saatchi & Saatchi London. I created big ideas, developed digital campaigns and was a Copywriter for a variety of brands (sometimes generating real-world activation ideas!). I’ve worked across Visa, Direct Line, Marie Curie, HomeAway UK, Toyota, Cadbury, DeBeers, Rekorderlig Cider, HSBC, ASDA, Mr Kipling, IAMS, Paul Hollywood, Angel Delight and Anchor. There was a lot of time spenting writing ‘the big idea’, telling a story via presentations and visuals. There was also some scriptwriting for digital campaign videos and related social content.
Marie Curie Christmas 2016
To celebrate Marie Curie nurses that work over Christmas and New Year when others are with their families, we (my former somewhat parter and I) wrote, scripted, helped direct and edited, two brand films to spread awareness. The campaign idea was Christmas Messages, using the support of the nurse’s loved ones and those they touched, to give them something back for a change.
The First is here- Who Will You Miss At Christmas?
The second complementary film is here- A Christmas Vicki Will Never Forget.
To grow brand affiliation, we (myself and a senior copywriter) created an infotainment series to add value to the real and unpredictable lives of parents over the 6-week summer holidays. Targeted and topical episodes put Anchor front-of-mind for the family butter of choice, supported by social competitions and giveaways that lent a helping hand. Video cut-downs and gifs spread further awareness via targeted audience strategy.
I conceptualised, wrote scripts, image/content researched and directed Youtube films working with the father/comedian, Sam Avery. Watch: 6 Ways to Enjoy a Typical British Summer. Click here for more: Anchor Dairy Youtube.
As part of a multi-faceted digital campaign to raise awareness for his new baking range, we leveraged Paul Hollywood’s most famous asset – his eyes. This is a snippet from the Truview film, which entices the viewer with food-porn moments, Paul’s playful wisdom and the variety of the #BakeBold range. Other aspects of the campaign included a mobile-first, media-rich Facebook canvas, product-centric video cut downs, range videos with expert baking tips, social competitions, gifs and boomerangs.
Rekorderlig – New Product ‘Spiced Plum’ Launch Mood film introduces the flavour with a sensory, lifestyle skew.
Stuff in the bank…
As part of a creative duo I was tasked with activating the promotion of winning a stay in a whole HomeAway castle in line with the launch of Disney’s Beauty and the Beast film. Outcomes: TV ad, a promotion mechanic and social possibilities: IAMS contains commendably higher protein content compared to other pet food brands. Our challenge was to bring IAMS front-of-mind and move the brand into a more credible yet lifestyle space by merging their previous campaigns: solely scientific and solely emotive.
The challenge was to activate the trust and trigger a more common behaviour of using VISA abroad. The messages surrounded VISA’s convenience, security, value for money in certain circumstances and acceptance worldwide, over cash. Targeting the ‘ageless Millennial’, we had think BIG and think SMART. Proactive activation work:Considering how to amplify Paul Hollywood’s baking range and expertise around a pivotal foodie season – Christmas: Social Content – Executional
I worked as a digital designer in social advertising at GOLIN, London. Accounts included Honda and Toblerone. And previously with AJF Partnership, Sydney as a Social Creative!
I came up with ideas, wrote copy, planned content calendars, formulated creative strategy to a briefs, art directed, designed and shot the visuals. Sometimes I fed into brand activations and I was making real-time reactive content for Aperol – the summer tennis drink of choice – at The 2015 Australian Open.
The Lindt HELLO ‘Talking Block’ was a competition whereby selected packs contained a device that spoke upon unwrapping. Five blocks were hidden in Australian major cities and social promoted the chance to win $10,000 plus other prizes. This campaign spread awareness and anticipation over six posts leading followers on a clue trail to the prizes.
‘Surrender to Indulgence’ was the main campaign message used to promote the flavour varietals of Lindt Creations and mark their territory in the imaginative, luxurious, dessert-focused franchise. This activation/social competition grew excitement, engagement and awareness on Facebook using the call-to-action ‘What would you surrender for a chest full of Lindt Creation blocks?’
As part of the exclusivity that surrounded Lindt Excellence and its consumption type, we used to social post regular recipes from the Master Chocolatier himself. This sustained huge popularity with followers. Recipes were linked to Pinterest which made for a huge source of foodie inspiration and positioned Lindt Excellence also as a cooking chocolate.
To increase the excitement around the Lindt Exellence varietals and position it further in consumption occasion, ‘Evenings of Excellence’ was born. This existed as a micro-site of evening suggestions based upon flavour pairings, targeted on social. The visual language and easy navigation appealed to the adult demographic.