2017 FMBE Awards - Most Effective Display GOLD
2018 BE CONNECTED Awards - Art At Work SILVER

The Challenge
Rolls-Royce needed to reintroduce itself at Goodwood after 14 years and connect Black Badge with a younger, more global audience without compromising its luxury positioning.

The Insight
Black Badge represents a darker, more rebellious side of the brand, something rarely expressed in traditional Rolls-Royce environments.

The Idea
Create an immersive experience that physically embodied this shift, moving away from heritage and into something more provocative and contemporary.

The Execution
The 900 sqm experience (inspired by the iconic shape of the Black Bladge alloy), rated by many as ‘the best at this year’s Festival’ included a 5m high SpirIt of Ecstasy, ‘The Black Goddess’, emerging from a fountain pool of black oil, proudly overlooking the Black Badge trilogy of cars, Ghost, Wraith and Dawn. The experience was made up of four distinct segments on the public side, two featuring cars, one cinema and one museum. A discreet VIP area featured an indoor lounge, live artistic creations, F&B and music.

Result
Sales of 28 cars directly attributed to the experience (client target given to us was 12)

FMBA Gold

BE Connected Silver

Described as one of the best installations at Goodwood

The Challenge
Treasury Wine Estates briefed us to create a UK/Australian toolkit campaign for food retailers that would highlight the ‘big’ flavours within the Rosemount range and drive wine sales from Monday to Thursday.

The Insight
Consumers who enjoy wine with their meals often lack the confidence to choose the right wine to pair with food, particularly during midweek when purchasing is more routine and less considered.

The Idea
Position Rosemount as the easy, go-to choice for midweek meals by helping consumers confidently pair the right wine with the right food.

Execution
A retail toolkit designed for use across UK and Australian food retailers, centred around the bold flavour profiles of the Rosemount range.

Clear, accessible guidance was provided to help consumers match wines to everyday meals, supported by on-pack menu ideas that made pairing simple and relevant to what they were already cooking at home.

The campaign focused on simplifying choice at the point of purchase, making it easier for non-connoisseurs to engage with the category and feel confident selecting a wine midweek.

Result
Increased likelihood of midweek purchase (Mon–Thurs)

Encouraged repeat purchase by building confidence in wine selection

Drove increased overall weekly wine spend

The Challenge
TK Maxx wanted a highly engaging Christmas campaign to drive awareness of their ‘Ridiculous Possibilities’ shopping proposition and increase footfall to stores.

The Insight
Creating a standout, participatory experience in a high-footfall location would maximise visibility and encourage engagement during the busy Christmas period.

The Idea
Bring the ‘Ridiculous Possibilities’ proposition to life through an unexpected, interactive Christmas experience.

Execution
A large-scale Christmas musical jukebox installed outside London’s Kings Cross Station.

Consumers were invited to select songs and trigger live performances from a choir, delivering unusual renditions of Christmas favourites, including the track from the new TK Maxx Christmas ad.

The installation was designed to stop people in their tracks, encourage participation and create shareable moments, supported by a range of consumer promotions to drive footfall into nearby stores.

Result
Visibility across 330,000 daily footfall at Kings Cross

High engagement with an average dwell time of 4.5 minutes

Over 150,000 social media shares

Retail sales exceeded target for the campaign week

TJX US: “This is what we should be doing”

ISP Art Direction GOLD
EACA PMC GOLD

The Challenge
Position Gordon’s Gin as a connoisseur’s choice by reinforcing its craftsmanship and quality credentials, while driving sales across both on and off trade.

The Insight
The distillation of Gordon’s, combining handpicked juniper berries and botanicals is an art form in itself, creating a natural link between the brand and the world of art.

The Idea
Partner with the Turner Prize to place Gordon’s within a credible artistic arena, aligning the brand’s craft with one of the UK’s most prestigious contemporary art platforms.

Execution
Sponsorship of the Turner Prize, creating a strong association between Gordon’s and the Tate Modern.

The activity included a branded bar within the Tate, limited edition POS for style bars, and an off-trade promotion designed to drive sales while leveraging the partnership through Tate-related city breaks.

Following the success of the first year, the campaign extended into a second year with an experiential tour. Consumers were invited to sample the Gordon’s range while engaging with the work of Turner Prize artists.

For the first time in Turner Prize history, the public were able to comment on the artwork, opening up the experience to a broader audience. The tour was launched by David Lammy, Minister for Culture, alongside Janet Street-Porter.

Result
Sales in major multiples increased by 80% over the first weekend of trading

Strengthened Gordon’s positioning as the connoisseur’s choice

Secured a second year of sponsorship following campaign success

The Challenge
Leverage MasterCard’s 2012 partnership with Disney by creating a toolkit of promotional activity that could be distributed via the MasterCard central online hub for merchants and issuers to use across retail and banking environments.

The Insight
Exclusive, once-in-a-lifetime experiences provide a powerful incentive for engagement and participation.

The Idea
Create a series of bespoke ‘Priceless’ Disney experiences that were not available to the general public, bringing the partnership to life in a compelling and distinctive way.

Execution
In collaboration with Disneyland Paris, a range of exclusive experiences and prizes were developed and packaged into a toolkit for use by merchants and issuers.

These included the opportunity for a child to open the gates to Disneyland with Mickey and be the first into the park, switch on the Christmas tree lights during festive celebrations, and lead the Disneyland Paris parade alongside Mickey and other Disney characters.

The toolkit was designed for easy adoption across multiple channels, enabling consistent activation of the MasterCard ‘Priceless’ platform at scale.

Result
Delivered a scalable promotional toolkit for widespread use across merchants and issuers

Created unique, high-value experiences aligned to the ‘Priceless’ platform

Strengthened the MasterCard and Disney partnership through exclusive activation

BAFTA Nominated 2010
MMA 2009 Best Cross Media Campaign
MMA 2009 Best Overall Campaign

The Challenge
Engage a young, hyper-connected audience and increase brand recall by creating a campaign that felt native to their digital behaviour rather than traditional advertising formats.

The Insight
This audience doesn’t passively consume content, they live across platforms, engaging in real time across social and mobile environments.

The Idea
Create a cross-platform online drama that behaved like its audience, distributed across the social web, unfolding in real time, and accessible wherever users were already active.

Execution
‘Who Killed Summer?’ became the first cross-platform online drama of its kind, delivering TV-quality production across 22 episodes and attracting over 5 million views.

The narrative unfolded in virtual real-time across multiple social platforms, allowing audiences to follow and engage with the story as it happened.

A central hub site aggregated all activity, giving users access to social media environments, interactive tools, apps and live conversation feeds.

A mobile app enabled viewing on-the-go, while a ‘mini player’ allowed episodes to be embedded directly within users’ social media, extending reach and accessibility.

The campaign also featured celebrity appearances including Liam Gallagher, Huey Morgan, DJ Yoda and Nathan ‘Flutebox’ Lee, further amplifying engagement.

Result
5 million views across 22 episodes

BAFTA Nominated (2010)

MMA 2009 Best Cross Media Campaign

MMA 2009 Best Overall Campaign

After the successful opening of the new SEAT store at Westfield White City, SEAT had the opportunity as part of its agreement with the venue, to activate a two week installation within the main atrium. This opportunity would provide SEAT with the chance to talk with an unprecedented volume of potential customers and significantly raise the brand’s profile through engaging and interactive content that drives the key business messages. All engagements had to make a measurable difference to visitors’ awareness of the brand and increase their consideration of purchasing SEAT products. 

Our concept was to create an urban styled plaza that had been lifted out of the heart of Barcelona and dropped into the Westfield shopping centre. Unlike traditional car stands we wanted to create an environment that was more in keeping with being outdoors in Barcelona, surrounded by the buzz of Barcelona life. We created an experience that the public could interact with and enjoy, with memories they could share with friends and family, and on social media

Creative play is a vital part of childhood and child development. Through creative and imaginative play children can grow emotionally, socially, intellectually, and even physically. Play-Doh Wheels construction toys were designed as the perfect gift for truck-loving preschoolers to get them engaged in creative and imaginative activities.

To launch the new Play-Doh Wheels collection of toys, I wrote and concepted a number of 6, 10, 15, 20 and 30 second TVR's for TV, social content and for third party toy retailers. The idea was to bring the construction yard into the childrens bedroom, reflecting the kids imagination whilst playing.

The overarching theme 'Shape Your Imagination' encapsulated a product usage description with an emotional, intellectual and physical benefit.

For the 'top secret' Global Launch of the new Porsche 911 'Gold' Exclusive Edition at Highclere Castle, we were tasked to create an exciting yet cost effective way of revealing the car to prospective buyers and Porsche dealers from around the world (over 2 nights).

Inspired by the exclusive colour of the new model, we created a 'Sun Ray' art and lighting installation (made up of thousands of golden wires), that represented the golden rays of the sun and the dawn of a new model. Sitting in complete darkness, the car was slowly bathed in light as as the installation was illuminated.

The show began with a short film transitioning between sunrises, lifestyle imagery and beautiful close up shots of the cars lines and features, teasing the audience before the big 'Sun Ray' reveal. As the car appeared to the audience, the world famous electric violinists FUSE, took to the stage playing live, with a pair of £1million solid gold violins.

To launch Diva to 18-24 females, we positioned it as the ultimate fashion accessory and developed a strategy that embodied this proposition. We knew a partnership with Elite Model management and exclusive fashion gift-with-purchase offers would turn heads. Supported by 'live' Diva window displays, competitions and handset demos, we secured retail presence for over 3 months.
The result? The best-selling female handset in Q2 2010.

To tie in with Earth Day 2009 we launched a Green edition of Metro International – The world’s largest global newspaper. We wanted their 23 million readers around the world to make a small lifestyle change that would create a big impact on preserving the planet’s resources. So rather than leaving a carbon footprint on the planet, we wanted the world to leave a positive handprint. Through a myriad of media including press, TV and social media, we challenged readers to try something new and to share that experience with other like-minded souls around the globe.

To help launch ebay's new fashion offering and sponsorship of this years Capital's Summertime Ball we asked our young and trendy visitors to the event to strike a pose, and have a gif taken inside our ebay catwalk. Kitted out with flashing neon lighting, the coolest of our trend setters were beamed onto the main screen inside Wembley with one lucky person winning a shopping spree on ebay's fashion zone.

TK Maxx were opening a new flagship store in central Edinburgh during the excitement of the Fringe Festival. To create excitement around the store launch we created a marketing campaign centred around saying a big HELLO to shoppers in the city. For visual impact, a huge TK Maxx HELLO inflatable was transported around the city, supported by a Scottish drum band and highly visible branded staff with merchandise. A treasure hunt around the city, promoted via social media, encouraged shoppers to find TK Maxx price tags and redeem them in the store for a special reward. The campaign was a huge success with TK Maxx smashing their sales targets for the launch.

This example for Edinburgh, was part of a toolkit used for all New Store Openings across the UK and Europe.

To keep people coming back to the Moretti UK instagram page and to grow followers, each week we created an adventure to ‘Explore with Baffo’. By solving where Baffo (the brand icon) was in Italy you could win prizes.

Using multiple accounts we were able to take instagrammers on a journey, exploring interesting content e.g. Beautiful/historical Italian locations and authentic Itallian recipes. The journey concluded on an account that revealed where Baffo was, and by answering a simple question you were entered into a free prize draw to win prizes. The concept ensured users explored all parts of the Birra Moretti instagram account(s), increasng dwell time and engagement in the activity.

Good Things Come To Those Who Wait

Having worked on the Diageo portfolio for over 10 years, Guinness was one of the core brands I was involved with creatively directing. This included everything from instore promotions for the now famous Guinness St. Patrick’s hat to on-trade POS reflecting the brands USP (opposite).

To keep Cadbury's top of mind and peoples preferred choice for chocolate over the festive period we were asked to get behind #cadvent, Cadbury's December activity and countdown to Christmas. Shoppers and their families, up and down the country, had the opportunity to have their picture taken inside their very own snow dome with the Cadbury's Santa. They could take this keepsake away but not before they where given boxes of Cadbury's Christmas chocolates. Shoppers who didn't get their photo taken were still handed out individual chocolates as a Christmas treat.

To build on Subway's 'Train Hard, Eat Fresh' healthier eating positioning, Subway teamed up with 4 GB Olympic athletes to be brand ambassadors that could utilised before the Olympics marketing blackout.
The campaign spanned instore, TV, outdoor, digital and social, and featured pole-vaulter Holly Bleasdale, boxer Anthony Ogogo, gymnast Louis Smith and basketball player Pops Mensah-Bonsu.
The athletes gave us their personal bests (favourite low calorie Subs) and the creative then asked consumers 'What's Yours?'

2010 ISP Awards Gold for Best Art Direction
2010 European IMC Awards Bronze for Best Small Budget Campaign 

To promote Samsung Genio White as a colour exclusive in O2 stores, we developed an inspired creative concept that put the product at the heart of the communication. Not only did this simple execution effectively dial up the Halloween theme in a playful, eye-catching way, it proved its effectiveness by driving footfall in-store and resulted in a tangible sales spike.

2003 MCCA Gold - Best Idea or Concept

Our brief was to make Pot Noodle the ‘Tango’ of the snackpot world and increase it’s appeal among a 16-24yr old irreverant audience. The campaign idea was born out of a misguided cultural stereo type of eating dog. The promotion awarded £10k compensation (prize) to anyone who found a dog in their pot. It was supported by instore POS and a tongue in cheek TV commercial that took the style of an ‘insurance claims’ ad and a second ad that saw an owner trying to disguise his dog as a poodle to claim the £10,000.

To launch LG's new range of mobile phones, the 'LG Optimus Lseries' our creative idea was to unite an emotional benefit of what makes Life Good, with a functional USP for each of the handsets.
We created an Optimus brand architecture and visual style that included illustrative hearts (symbolising a love of life) that combined emotional/functional elements relating to each handset.
The £3.5 million campaign lived outdoor, online, in both tabloid and targeted press and the sponsorship of the brand new ITV2 show 'The Exclusives'.

2000 EFSP Grand Prix
2000 EFSP Gold Soft Drinks Category
2001 SPCA - Marketing Campaign of the Year
2001 ISP Platinum - Consumer Promotions
2001 ISP Gold - Consumer Awareness
2001 ISP Gold - Premiums

‘Tango – Shout Down Non Drinkers’ enticed young people to choose Tango over all other soft drinks. Consumers were encouraged to buy a Tango megaphone to seek out non drinkers and shout them down as part of a lively campaign which included TV, radio (wind-ups featuring John Culshaw), posters and press ads, as well as being communicated on over 40 million promotional packs.
Advertising awareness increased from 35 to 57% within three months whilst the radio campaign reached 45% of all 15-19yr olds. Sales of the Tango megaphone far exceeded targets, making it one of Tango’s most successful campaigns ever.

As Creative Director I was asked, wih my shopper marketing experience, to head up all national instore campaigns (also featured outdoor). These included Value offers, LTO’s, new product launches, partnership promotions and brand guidelines for franchisees. We rejuvenated a tired looking instore
with a fresh, new look and feel that set it apart from it’s competitors. Due to the high volume of briefs, campaigns had to be turned around at break neck speed (usually within 4 working days) with colour visuals being the first stage of client presentation. Concepts, design and typography were all done by myself. On taking over the Subway account the agencies AAR scores hit their highest level ever.

To extend and leverage MasterCards ongoing sponsorship with the Brits Awards and to show cardholders that MasterCard take music seriously we created Priceless Gigs.

A series of Priceless Music moments that rewarded cardholders who had already signed up to Priceless London, part of MasterCards Priceless Cities loyalty programme.

They were personally invited by email to join the draw for tickets to one of a number of intimate gigs that included Ne-yo, Rita Ora, Emeli Sande, Connor Maynard and Delilah.

Priceless Gigs featured on The Brits awards official website where it prompted people to sign up to Priceless London for a chance to win.

Each intimate gig had an extra special Priceless moment for one lucky music fan e.g. Sonna Rele surprise signing to Universal Motown records with NE-YO.

Pitch Win

Attract Notify Tempt & Sell.
With consistent design guidelines and a hard hitting messaging strategy that made it easy to understand what great products and services the Post Office had to offer, in a very cluttered environment, we were successful in winning the pitch.
On securing the business we were asked to make our pitch presentation to 5 different departments within the Post Office as the client was so pleased with the work produced

To help launch the brand new luxury river cruiser, Orcaella, we created a mood film and presentation for Orient Express. Orcaella’s river accessible size meant she could reach lesser visited destinations providing guests with the opportunity to engage with fascinating and remote communities.
We created a film that would thrill and inspire a B2B travel trade audience to promote this once in a lifetime adventure.

To maximise the potential of Cadbury’s £10million sponsorship of Coronation Street and to cash in on the nations lottery fever we created the ‘Cadbury Coronation Street £½Million Watch & Win Lotto’.

Cadbury and Corrie fans were asked to match Lotto numbers printed inside wrappers of Cadbury bars to the numbers that would appear on screen during sponsored bumper breaks.

Lotto numbers changed each episode. Four numbers would win £25,000, three numbers £10 and discount vouchers for Travel Lodge and Granada electrical goods for one or two winning numbers.

In collaboration with Tango's pack designers we helped to create a 'taste sensation' specific to each flavour of the Tango range. The 'Hit of Orange', the 'Drench of Apple', the 'Burst of Fruit Fling' and the 'Blitz of Cherry'. This was brought to life in the form of the 'Tango Flavour Frenzy' experience that toured the country. Tango fans jumped aboard our flavour inflatable and took part in challenges that represented each of the sensations for the chance to win product and Tango goodies.