Hmmm, Chambord. The decadent French raspberry liqueur was misunderstood by consumers and often banished to the back of the drinks’ cabinet for a once-yearly outing at Christmas.
The pitch-winning creative platform “Make the Moment Magnifique” kept the brand’s French charm and playfulness whilst crucially unpacking the ‘how’, the ‘why’ and the ‘when’.
We used sensorial flavour cues to hero the liqueur’s role in classic cocktails like the Royale, Bramble and Margarita whilst mirroring back the many social occasions where Chambord adds a certain “je ne sais quoi’.
Sumptuous drinks photography (shot in lockdown) from Jonathan Knowles combined with on trend art direction and styling made for a fully integrated global campaign toolkit for adoption by local markets.
Role: Concept/Deputy CD
The much beloved Vermontian ice cream brand wanted to launch its new ‘Topped’ range - containing a series of deliciously gooey toppings and ingredients.
Our take? What would happen if Ben & Jerry’s tried its hand at this #foodporn malarkey? A dollop of homespun charm, for sure, and a blooper or two along the way.
We shot a 30” in glorious 50Fps slow-motion as well as 6” bumpers, Snap Ads and GIFs for social channels.
Role: Concept/CD
I ran all digital, social and CRM communications across the Virgin Trains account.
We all know nothing gets Brits seething more than rail travel. That’s okay though as Virgin don’t see themselves as a train company – rather a Virgin company that happens to run trains.
The challenge was to bring the trailblazing service to life at every touchpoint and sing about how they do it differently from the drab competition.
All done in the brand’s fun, irreverent tone.
This suite of work won a Gold Effie as part of a joint submission from Anomaly, TMW and Manning Gottlieb OMD.
Role: CD + Writer
Cheltenham 2022. A long two year wait since punters had last attended. And the big idea to set pulse’s racing?
Your horse is the only horse that matters. When Coral’s knowledgeable customer makes their (well researched) selection, everything else peels away - it’s just their laser focus on the horse they’ve backed.
From 48 sheets to press and social through to retail, we exploded this premise TTL - culminating in a highly disruptive takeover of all OOH media at Cheltenham for the four day festival itself.
Arresting, atmospheric and cinematic shots, focussing entirely on our hero horse, were photographed by Benedict Campbell over four days in Pontefract. The final suite of campaign images bust category norms and got the audience closer to the action than ever before.
Role: ECD
Sky Rainforest Rescue had been preaching to the converted for too long. They needed to move beyond the 'keen greens' and reach a new, younger demographic.
Fashion icon Lily Cole helped design a pair of exclusive Veja trainers made sustainably with rubber tapped from the Amazon Rainforest. To celebrate the launch, we created a beautiful Instagram illustration. A scrollable tree from the rainforest where users could 'Tap' to show their support. Behind the 60 tiles were rich pieces of content co-created with influential bloggers, bands and illustrators.
Role: Concept, Creative, ACD
Key visual shopper headlines for the latest Big Soup launch from Heinz.
A tummy-warming, appetite sating spiced chickpea recipe.
Does what it says on the tin, etc…
Flahavan's make delicious organic porridge oats from their very Irish home at the family mill just outside the village of Kilmacthomas in Co Waterford.
The brand was popular for those-in-the-know but needed a promotional shopper campaign to tap into the Insta craze for the latest superfood.
The radio ad played off the newfound buzz, despite the fact Flahavan's have been milling their oats the same way for 200 years.
I wrote, cast and directed the spot.
It was recorded and mixed by Ryan Hatton @ Light Year Studios.
Voice talent: Kate O'Rourke, Richard Kiess and Michelle McMahon
The GlenDronach is a prestige single malt crafted in one of the oldest distilleries in Scotland. They’ve tirelessly pursued the time-honoured traditions which their founder, James Allardice, pioneered in 1826. Most notably, the whiskey’s rich character and colour comes from maturing their single malt in Pedro Ximenez and Oloroso sherry casks sourced from bodegas in Jerez, Andalucia.
It was this unwavering dedication to wood that unlocked the creative idea. The art that goes into the creation of The GlenDronach needed to be matched in the creation of this campaign. We commissioned Master Wood Engraver Chris Wormell to create a rich tapestry unpacking the story of the GlenDronach from its oak Sherry Casks, to spring water from the Dronach Burn, and the distinctive saxophone shaped copper stills – all backed by the bucolic valley of Forgue.
A new suite of bottle photography shot by Rob Lawson really pulled out The GlenDronach’s rich, alluring colour across the core range. And the layered wood engraving style allowed us to delve deeper and unpack individual stories across OOH, Digital, Social, Shopper and GTR.
Role: Concept/Deputy CD
I was CD on Tic Tac’s integrated account.
Most notably, we created two social films to amplify the brand’s new ‘Open Up’ positioning - where a suave Mr. Tic Tac character encourages the stand-offish amongst us to throw caution to the wind.
The social occasions we chose that make many a toe curl? The curse of the wedding wallflower or (cringe) striking up conversation with a stranger, of course.
Prior to the brand re-launch we ran an outdoor campaign for Tic Tac Mint Rush, a series of idents for Tic Tac Faces, and a social film for Tic Tac mixers.
Role: CD
Ah, our little furry friends. Beloved by their owners, but not so beloved by those unfortunate enough to tread in their poo…
Dog’s Trust wanted a campaign to tackle the issue of dog fouling in the nation’s streets and parks. But research showed that simply haranguing people that something was bad didn’t work. We went the other way and called out the 86% of owners who showed love by picking up after their dogs - in a bid to swing those that didn’t.
We created an ode to French love films, A Tail of True Love, that launched on Valentine’s Day. Plus there were posters, poo bags, bench decals and stencils around UK parks as well.
Role: CD
Lynx was launching its new fragrance range ‘Gold’. The global brand positioning was about staying cool and ‘styling out’ those awkward moments that happen to all guys.
We shot three hero films where we heard from comedian Michael ‘Big Shaq’ Dapaah, rapper Not3s and footballer Dele Alli – about the cringe moments they just about managed to smooth over.
The campaign was shot at Park Village Studios, animated in-house at TMW and ran across all social channels.
Role: CD
Paddy’s Day is huge…for Guinness.
How does Jameson elbow its way past the crowds at the bar to make its presence felt on the 17th March? Well, our research showed that people get full of the black stuff quite quickly and want to move onto something shorter.
Add to that a story we discovered about how the original toast to St. Patrick in the 1800s was called ‘Drowning the Shamrock’ - and we had a ready made on-trade campaign good to go.
The idea scaled social films in the run-up, experiential stunts in Regent’s Canal and activations on the day itself.
Slainte
Role: CD
Here’s a whistle-stop tour of a veritable smorgasbord of digital projects for a selection of my clients. From large-scale web builds working with UX/experience design teams to targeted campaign microsites plus geo-targeted native mobile apps and even a livestream event on Twitter.
Winsor & Newton is a purveyor (love that word, rarely get a chance to use it) of fine art products.
The company was launching a suite of gift sets for Christmas. And wanted to showcase its premium product offering.
The answer? A rousing social film, which flipped the usual YouTube format by showing the unboxing in reverse – with a splash of paint porn on the way.
Alongside this campaign, we created a series of always-on GIFs, cinemagraphs and behind-the-scenes films.
Role: CD
Is that a print ad!? Wait, I've read about these on ad blogs. Antiquated old media or a space like any other to speak to punters? I'd argue the latter. As long as it's got a good idea at its core, it doesn't matter.
This was a fun DPS in Shortlist for Sons of Anarchy. Sky had all the Box Sets for the hell raising biker drama set in LA. Our challenge was to pique interest in the show. So we put the reader in the thick of the action - behind the handlebars with a playful use of the format. Simple, but effective.
Role: Concept + ACD
Magnum was launching a new set of indulgently-layered flavours. And how better to get consumers to ‘Dare to go Double’ than a partnership with fashion’s most daring designer himself, Jeremy Scott?
We filmed a series of social films with Jeremy in Magnum’s central London tasting pop-up. Through a series of quick-fire quizzes, vox pops, Twitter polls and Q&As we found out what makes him tick – and unpacked the new indulgent flavours at the same time.
Role: CD
Vistabet is a Greek betting brand known primarily for its sportsbook offering. It wanted to draw attention to its gaming arm, disrupt the market and say farewell to the character-driven, cheesy Europop advertising it had come to rely on.
Inspired by endless hours of hypnotic GIF loops, we created a fantastical Willy Wonka-esque world for a Roulette pill to journey through. Beautifully crafted, it positioned Vistabet as the ‘Fun Way to Play’ - establishing the brand in a premium manner.
The campaign ran on Greek TV alongside shorter social-first looping animations and was supported by a wider brand identity relaunch.
Animation by Matthew Osborne @ Momo
Role: CD
Capital One offers Credit Cards to those with patchy financial history. The brand’s ethos is to help consumers rebuild their credit scores with manageable credit at manageable rates.
The company had launched Quick Check, a soft credit check, that would allow people to check whether they would be accepted for a card without affecting their credit score - a first in their sector of the market. It was a simple, no fuss application.
We created a DRTV ad around the concept of ‘Have you got a minute?’ - literally the time it takes to fill out the form. Clean, simple art direction animated in-house @ SapientNitro with a straight-to-the-point, reassuring VO.
Role: ACD
I wrote and co-directed a genre short film script for the London 48-hour Film Competition.
It screened at a number of international film festivals.
Every year I run an open brief for the best Chip Shop Ideas. It’s always fun.
