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Recruiting a generation of 
non-volunteers to volunteer.

earned
branding
print
Awarded
Brand: LOCOGProject: Games Makers Role: CreativeAgency: McCann London

Brand: LOCOGProject: Games Makers 

The brief was to recruit 70,000 volunteers willing to work throughout the Olympic Games—from 5 a.m. starts to midnight finishes—without ever seeing a single event themselves. At the same time, we needed to transform public perception of volunteering in the UK.  Our solution was simple: don’t call them volunteers. That’s what people do in charity shops. We called them Games Makers, which inspired a generation and smashed records.

Empowering agencies 
to inspire not fire talent.

film
print

Brand: Cannes Lion FestivalProject: Delegate PassRole: Head of Art + Creative
Agency: McCann London

Brand: Cannes LionsProject: Cheaper than Redundancy

Our friends at the Cannes Lions International Festival of Creativity wanted to drive sales of delegate passes, which give holders access to everything the festival has to offer. Rather than pitching the passes to those already performing at the highest level, we focused on those who needed a little more guidance and inspiration.

Turning uncertainty 
into understanding.

film
print
social
retail

Brand:  Financial TimesProject: Lead Without ExampleRole: CD + CreativeAgency: The Brooklyn Brothers

Brand: FTProject: Lead Without Example

As the pandemic took hold, the world looked to its leaders—but who could they really turn to? In this unprecedented moment, there was no history to learn from or rulebook to follow; it was all about listening, adapting, and trusting sources.
Working closely with the FT’s in-house team, we launched the campaign over a single weekend on a shoestring budget, making countless calls to governments worldwide. The result: declining subscriptions were reversed, and new audiences began to grow.

Redefining standards to 
create generational growth.

film
print
social
retail

Brand: SubwayProject: VariousRole: Creative Director
Agency: Saatchi & Saatchi

Brand: SubwayProject: Various

Subway makes sandwiches—big ones. Over the past year, I’ve led a brand overhaul that has taken its appeal to new heights across the UK and EMEA. The work has helped move the brand from consecutive years in the red back to growth. Here’s a small selection of what we’ve created together.

Advertising a game
we couldn’t advertise.

OOH
 
SOCIAL
print
earned
awarded

Brand: Microsoft XBOXProject: DestinyRole: Head of Art + CreativeAgency: McCann London

Brand: Microsoft XBOXProject: Destiny

How do youHow do you advertise a game when your competitors have sole marketing 
rights? You don’t.We turned a game that sounded deceptively like a fragrance and marketed it as one. Did we step into a legal grey area? Maybe. Did we get the gaming world’s attention for a fraction of the cost PlayStation paid for exclusivity? Absolutely. What’s more, we sold more copies of Destiny on launch day than Sony did—a first in the history of console wars.

Turning tourists into 
guardians of Iceland’s beauty.

EARNED
film
social
b2b


Brand: Inspired by IcelandProject: Icelandic AcademyRole: CD + CreativeAgency: The Brooklyn Brothers + Islenska

Brand: Inspired by IcelandProject: Icelandic Academy 

Iceland has a problem: it is exceptionally beautiful, and tourists flock there in their tens of thousands. While this benefits the economy, it creates challenges for the environment and local communities. We created an educational academy to help tourists get the most out of their visit without damaging the very beauty that drew them there. In a short period, we enlisted over 20,000 students from 75 countries with zero media spend. During the campaign, more people applied to our academy than to the top Ivy League schools in America.


Turning a media channel 
into an entertainment channel.

OOH
 
SOCIAL
print
earned
awarded

Brand: Microssoft XBOXProejct: Survival BillboardRole: Head of Art + CreaitveAgency: McCann London

Brand: Microsoft XBOXProject: Survival Billboard

The new Tomb Raider game reimagined Lara Croft as a gritty survivalist. Rather than a standard outdoor campaign, we turned an advertising channel into entertainment.
Survival Billboard was a live installation where eight gamers stood on a billboard in a test of endurance. Through a livestream, the public controlled the weather—unleashing blizzards, downpours, and heat—to see who could stay standing the longest.

Using the law to 
challenge the law.

earned
film
social
b2b


Brand: Direct LineProject: This is Not a VanRole: Creative DirectorAgency: Saatchi & Saatchi

Brand: Direct Line InsuranceProject: This is Not a Van

Like most insurance brands among tradespeople, Direct Line was seen as a necessary evil. It didn’t reflect the daily battles customers faced—specifically tool theft. Seventy per cent of tradespeople had been victims, yet the law offered no real protection. We uncovered a powerful insight: offices are protected by law, but vans—a tradesperson’s place of work—aren’t. Our solution was to challenge the law by legally reclassifying vans as offices.

Turning a brand’s legacy 
into a launchpad.

film
print

Brand : Sony MobileProject: Best of SonyRole: CreativeAgency: McCann London

Brand: Sony XperiaProject: Best of Sony

We launched a global campaign for Sony’s flagship phone and needed an angle to set it apart. Sony has pioneered technology across gaming, cameras, TVs, and the Walkman; all that innovation now lives inside a smartphone. We looked back at this legacy to remind people that the future is already within reach. The campaign was shot by director Tarsem Singh, and we even secured a David Bowie track for the remix.We 

Transforming a chicken brand
 into a get shit done brand.

film
print

Brand: Fridge RaidersProject: Get the Day DoneRole: CDAgency: Saatchi & Saatchi

Brand: Fridge RaidersProject: Get the Day Done

When you’re exhausted and your head feels like it’s retracting into your body, this brand gives you the boost you need to get things done. We transformed it from a simple snack into a “get-shit-done” brand.

Giving a small brand a 
big voice in a noisy market.

OOH
 
SOCIAL
print
awarded


Brand: Ethos TravelProject: Time to Get AwayRole: Head of ArtAgency: McCann London
Brand: Ethos TravelProject: Time to Get Away

The last week of January is tough; Christmas is a memory and summer feels a lifetime away. To cut through the gloom of work and calendar invites, we invited people to escape the January blues with a typographic campaign featuring a new design for every day of the week. The work gave a small brand a big voice in a saturated market, proving a smart idea can cut through the noise.

Helping the plant-curious
go meat-free.

Film
 
SOCIAL

Brand: RichmondProject: Meat-FreeRole: CDAgency: Saatchi & Saatchi

Brand: RichmondProject: Meat-Free

It’s January, you’re feeling adventurous, and you’re curious about veganism. 
But before emptying your house of all animal products, you might start with just one dinner a week. You can’t go wrong with the nation’s favourite sausage brand—even when it’s meat-free.

Showcasing detail 
like never before.

film
print

Brand: SonyProject: VolcanoRole: CreativeAgency: McCann London

Brand: Sony BraviaProject: Volcano

Following the legacy of the famous “Bouncy Balls” and “Paint” adverts, the client wanted to express the unparalleled detail of Sony’s 4K TV. We sourced millions of flower petals and launched them from a volcano in Costa Rica, capturing the vivid detail that only 4K technology can provide.