TV + DIGITAL

These TV ads for Fisherman’s Friend affectionately highlight the way these strong tasting lozenges have been invigorating Britain since 1865. Because the brand is no longer medically licensed, I created a distinctive ooh-aah sequence to imply efficacy.

The Foundry execution was supported by digital ads and a Facebook competition that asked fans to send in their funniest facelook to win a breath-taking experience. When the Alfie Boe ad first aired, sales increased by 41%. The slot also won the Grocer Best Confectionery Brand (sugar category) campaign.

TV

This ad for Rockface was created to appeal to independent minded men who don’t fall for the usual bland men’s grooming products.

To keep it real, I filmed normal looking blokes in relatable situations.

TV RADIO DIGITAL PRINT + PRESS

From TV, radio and press ads, emails and digital content to store collateral and direct mail and promotions, there is not a single part of Papa John’s marketing that I have not been involved in.

In 2017, one of my concepts won an Evening Standard cover wrap competition, winning Papa John’s £200,000 of media space. Papa John’s have now opened over 300 stores across the UK and their slice of the pizza market has increased every year.

TV + DIGITAL

For launch of Vamousse hair lice treatment, I created a Vamousse toting sheriff, that drove a motley gang of varmits out of town. As well as an animated and live action TV ad, I also helped design a dedicated microsite and online lice shooting game. The sheriff concept also themed the Facebook page and digital ads that linked back to the microsite.

Demand increased whilst the ad was on air so much so, emergency production runs were necessary. Vamousse also scooped Product of the Year – Best OTC Advertising.

PRESS + DOOH 

This campaign helped to establish My Ferry Link as a major cross channel ferry. As the ships were run by an all French crew, my strategy was to visually communicate this point of difference, via the main benefit to passengers - the fine French food and drink served on board. 

Using a tricolour inspired palette and a style inspired by vintage travel posters, this campaign raised passenger numbers at key sailing periods. Unfortunately, as the ferry was owned by Eurotunnel, its ambitions were sunk by the Monopolies Commission.

TV PRESS PRINT DIGITAL + OUTDOOR

Apart from appealing to a younger audience, Fred. Olsen Cruise Lines needed a strong and distinctive creative concept that gave them a real point of difference. One that worked across all their comms from TV and press to direct mail and press inserts. This campaign turned the negative of their smaller ships into a positive benefit, emphasising the comforting ‘feel at home’ atmosphere found on board. 

TUBE CARD PRESS + PRINT

MoneyGram wanted a campaign to increase money transfers from London to Europe. To attract the attention of Europeans but not the rest of the world, I wrote euro-glais headlines that targeted their four main markets. And the results were on l'money.

IMAGE CREATION

Anyone can do AI. But not anybody can create images that answer a brief - both content and style wise. For stunning conceptual images or moodboard fillers - you need an experienced art director who can also tailor images in photoshop.

PRESS PRINT + DIGITAL

Potter’s Herbals have been making traditional herbal medicines since 1812. After a colourful redesign of their range, they needed a relaunch. My strategy was to bring Henry Potter back to life. This made the brand stand out from the crowd and gave Potter’s Herbals a platform to communicate a range of messages. In a one day shoot, I art directed a character actor in different scenarios to cover every eventuality. The hand painted backgrounds, vintage type and sepia
tinted photos emphasised the heritage of Potter’s whilst making the new packs really stand out.

DIGITAL + POS

Thirsty Smile is a craft beer that needed some extra onlineand in-bar flavour. Inspired by the name, I crafted some headlines and created an identity for bar liners, beer mats, their website and digital ads. Which helped them get their beers into selected bars around London.

For the TV premier of Equazen Omega 3 fish oil tablets, that help to improve children’s cognitive abilities, I created storybook characters that came to life as a mother and child read together. 

As well as the concept and copywriting, I developed all the animated characters and designed the book that appeared in the ad. Whilst the commercial was on air, sales at Boots increased by 22%.

PRESS PRINT RADIO + DIGITAL

Retail is all about staying fresh and on trend, with the flexibility to promote different seasonal and promotional messages. I have been involved in many successful shopping centre launches and re-brands, creating distinctive brand-building campaigns across 48 sheets to store guides and in centre graphics.

PRESS PRINT OUTDOOR + DIGITAL

Since winning three pitches for Discover Tunisia, I have written and art directed four different campaigns for the region. Executions included 48 and 6 sheet posters, press, digital and printed guides in the UK and Scandinavia. This increased demand so much, tour companies added extra flights to the country.

PRESS TUBE CARDS + DOOH

The East of England Tourism board were keen to increase visitor numbers from key cities and boost bookings on their website. Inspired by the region’s slower pace of life compared to that of their busy target audience, the successful pitch campaign made doing as little as possible a positive benefit. 

The tube cards, posters and ticket gate takeovers appeared in rail stations that offered easy links to the region. Website bookings showed a marked increase during the campaign period.

OUTDOOR + DIGITAL

For this chain of Mexican eateries, I created an overarching campaign line that worked with lots different food messages - from Vegan to new dishes. ‘YOU MexiCAN” gave customers permission to eat at Chiquito more frequently. Viva more sales!

Radio is still an effective way to reach people while they are getting on with their lives. You just need concepts with cut through. Here are a few for Papa John's pizza...

It’s always good to get out and about with an experiental campaign. 

From turning a taxi into a Thai tuxi, getting ladies to enjoy a garden tea party with Royal Albert, taking white plastic horses around the country for Old Spice and helping Papa John’s break the pizza throwing world record, I love the opportunity to really engage with consumers.

A selection of TV concepts in one handy four and a half minute video.