360 Global Campaigns
My role as Creative Director and lead creative oversaw the global launch of ZYN nicotine pouches around the world.
I enlisted multiple CGI teams to bring the product to life in a variety of scenes which aided the messaging, such as the brand having the accolade of being the World’s #1 nicotine pouch. The campaign’s clean and minimal art direction complement the product’s claim of having 99% less toxicants than cigarettes, with the ultimate aim to help provide a smoke free future for those that want to quit smoking.
The total output for 2025/26 will encompass 300+ OOH stills and online films as well as POS navigation maps, toolkits, brochures, leaflets, store activations, styleguides and limited edition packs.
Digital | Social | OOH | Retail
After a successful pitch winning idea, Cono Sur, a Chilean wine brand, tasked me with launching their wine in the UK. They do things slightly differently over there like employing geese as a natural pesticide which all adds up to a superior tasting wine.
The campaign’s approach plucks their eco-friendly proof points out of Chile and places them in graphical backdrops with punchy headlines created by the talented Alison Carmichael, to appeal to a more modern audience. I created a hero VOD and a set of pre-rolls with supporting social edits and OOH. The campaign KPIs were over achieved with 1.6M views on Youtube, and Facebook creative driving a CPV well below the benchmark at £0.01 with a VTR of 80%.
Director: Jelly
TVC | Digital | Social | PR
Founded in a bedroom in 1997, Unibet’s humble beginnings were now celebrating its 25th year of big innovations. So I created a retrospective campaign following one person’s journey through this time as they dabbled with these unique offerings.
The shoot played on nostalgia - Blackberrys and mullets anyone? All bespoke in-film graphics reflected the interfaces users would have used. It launched across Europe and was followed by bitesize films, social & digital activations to remind people how Unibet has always made betting better.
Finally to honour its 25th year, Unibet set an industry benchmark - to make zero profit from harmful gambling. To promote this, I created the campaign THE ZERO% MISSION. The initiative launched with PR, swapping the Unibet logo on Middlesbrough and Rangers FC shirts for awareness in Safer Gambling Week.
Director: Harvey Eaton
Social & digital campaign
The Coors Light List is dedicated to offering amazing experiences to those with a lust for life, like zero gravity in Florida and moose safari in Portland. Yes moose!
It came off the insight that we all have a bucket list of some description floating around our heads with cool shit we’d love to do if only we were arsed/ brave/ rich enough. I designed the website, wrote and art directed the scripts and shot two promo videos in one day for a teeny budget to help promote it. So what you waiting for? Grab that moose by the horns.
Mobile & desktop game | Social
‘Smart Wheels’ is car insurance for young people that rewards safe driving. So seeing as the audience are mainly all mad gamers, I created a 16-bit driving game that exaggerated the real world reward system you receive when driving with Smart Wheels.
Each time you stop at a zebra crossing or dodge an open manhole cover, your driving score went up. Thousands of people played it and enjoyed the zeitgeist easter eggs such as Donald & Kim, dabbing policemen and car film parody posters. The game was also supported with social animations created at Framestore showcasing universal parental driving truths.
Experiential | Social
To promote easyJet’s French routes, I created an experiential campaign where a plane door appeared on a London street serving as a portal to an immersive, theatrical love story set in the Côte d'Azur. It was brought to life with immersive agency 'The Department'. As well as creating all of the event assets from posters to invites, I also directed easyJet’s first Facebook Live stream with viewers having to engage with the video to win flights to Nice.
Over 3 days, 500 people stepped through the plane door and were wowed by 28 carousel theatre shows. The event was a huge hit, with bloggers and news crews from the national press reporting live from the scene. A partnership with Time Out treated 304,000 readers to exclusive Cote D’Azur travel content and those unable to experience it first-hand could still sample this adventure via Facebook Live which racked up 14,000 organic views with a reach of over 200,000.
TTL campaign
Jamie Oliver partnered with Shell to bring a new range of deli sandwiches to motorists around the UK. He updated go-to classics as well as making exciting new favourites to step up the flavour front. The campaign’s concept was ‘Food that moves the nation’ due to this bold new range, so the ‘nation’ accompanied Jamie in the ads to show how it can be a favourite of anyones.
The campaign is currently spanning Store, Social, Digital and DOOH with 100 variations of 6s, 48s & 96s created to deliver contextual messages to specific places.
Social campaign
Grolsch is a brand that celebrates creativity originating from its iconic swing top bottle design, so as part of their 400th year celebrations we offered 400 lucky fans the chance to get an original profile picture created by art collective Graffiti Life.
Fans shared their picture, and from the entries 400 were chosen by Graffiti Life who transformed the pictures into an original digital portrait for fans to use across their social channels. The images sat alongside content on the Canvas by Grolsch website including interviews with the artists, behind-the-scenes footage and articles discussing famous portraits throughout history.
TVC | Cinema | Online
Lynx gives you inner confidence as sweating soon becomes the last thing on their mind. So I reimagined Anthony Joshua as a beltmaker who fashions belts for these everyday champions in ‘The Lynx Gold Brotherhood’.
All in-film elements were conceptualised by myself including: 5 different belts that had brass panels acid etched with unique designs. A suite of monitor graphics to track delivery. A blueprint map that Anthony followed to create his masterpieces and a moulded stamp to seal his boxes in his artisanal workshop. So remember no matter what you excel at, there’s a belt waiting for you.
Lynx Gold monthly unit sales were up from 10,000 to 120,000 - Absolute knockout
Director: Paco Cruz
Digital | Social | Print
O2 teamed up with the NSPCC to help parents learn about online safety. Net Aware is a website housing tips and tricks from industry professionals which was promoted through a charming film set in a school where the kids looked confused when asked questions about online safety vs the real world.
This was supported by print and social adverts on Instagram & Snapchat to urge parents to take a more active interest in their children’s online habits.
Director: Sam Huntley
Digital | Retail | Social | DOOH
ZYN Rewards is the new way to get more from choosing ZYN. Think tech, experiences, and merch that fit effortlessly into your world.
This complete rewards campaign was conceived and developed by myself to highlight ZYN’s new offering. The campaign idea was shaped using the visual metaphor of bubbles which linked to the ‘popping’ open of a can, and the rewards that pop to life around you once you redeem a reward.
ZYN Rewards launches in the UK in 2026 before being rolled out globally.
VOD & Cinema
Virgin Games created a ‘signature live casino’ game experience for players direct on their smartphones meaning they don’t have to go to a casino to experience the thrills. So I created a campaign which used Vlad (the goofy modern day vampire who lives with his oblivious housemates) to communicate how much casino inspired fun he can have by staying right at home.
He continued as the 500-year old face for Virgin Games’ responsible gambling ads which is handy if you’ve been gambling for over half a century and may have staked a few bad bets.
Director: Richard Hunter
Social & Influencer campaign
More Th>n’s research found the school run is one of the most stressful parts of a parent’s day, so the task was to raise awareness that More Th>n ‘Do more’ for their customers. We created the ‘In-car Entertainers’, a fun series of tangible tips and tricks that parents could employ on the school run to keep their kids entertained - all underpinned by principles set out by child psychologist Sam Wass.
Teaming up with influencers we spread the message. As they drove their kids to school, we arranged surprise pickups that acted as In-Car Entertainers. The kids were amazed and awakened by the entertainers, with the take out message that parents can assume this role once the cameras stopped rolling. The videos racked up millions of views, smashed VTR’s and showed parents how easily they could make the morning a bit less stressful.
VOD | DOOH | Content | Social
The strategy asked to show how ‘care makes a man stronger’ within the macho world of professional rugby. So I created a stylised VFX treatment which shows messages of care appearing on their skin, making them battle ready for their games. To make it as authentic as possible, I also invited the people closest to them to record the VO in their own words.
The individual nation edits went live on the eve of the Six Nations and were also supported by press, DOOH, social and behind the scenes content. A whirlwind trip to New Zealand then ensued to capture the opposing All Blacks as they awaited these players in the Lions team.
Director: Miika Vaso
DOOH
Nova Food is a new food quarter owned by Landsec in London. They approached us to highlight all the different food options available any day of the week.
So we used tasty puns to bring to life the sumptuous imagery shot by Colin Campbell. We created all 7 set-ups in each of the venues during a one day shoot to ensure authenticity. The DOOH adverts then played out on specific days to drive the hungry locals in the right direction with a smile on their faces.
Photographer: Colin Campbell
Digital | OOH | Social
I was tasked as the lead conceptual to refresh Unibet’s whole image archive to dial up the excitement and build 20+ toolkits for markets across the world to use for brand consistency.
I commissioned sports photographer Iain Crawford to capture images with a strong graphic quality. The casting process saw us select semi-pro athletes to ensure skill authenticity, and the graphic design system was created to be dynamic and modular, fitting the different athletes contextual environments.
We shot over 10,000 images in two days using high frame rate bursts so we could select the perfect 200 moments the players looked their best, but also to create digital motion GIFs to use on our channels. The campaigns art direction brought authentic excitement in a contemporary way back to the Unibet brand to differentiate it from the rest.
VOD | Digital
KIA’s new family crossover the XCeed has a host of new in-car tech to keep the family both entertained and safe. So for the launch of the car, we created 3 films that depicted family scenarios and juxtaposed them with features of the car that mimicked them.
However unlike in the home, if you have any potential collisions, fights over the remote control or speeding problems in the car, the XCeed is equipped to handle it - giving you one less thing to worry about.
The films performed well above average with a 78% VTR between them.
TVC campaign
SportPesa is Africa’s number 1 betting app. They needed a campaign for the World Cup, showing how their grass roots support in sports helps stars rise to the top.
The idea ‘Take every opportunity’ was a rally cry to the nation to use their talent to get to the big stage no matter what they do. So we collated runners, boxers, footballers, hip hop stars and even Africa’s big brother winner to engage the nation.
Four days filming in Nairobi ensued, art directing runners at daybreak in the Rift Valley and street dancers in downtown Pangani. The hero edit was cut down to individual stories to extend across the tournament.
TVC | Digital | Social
‘Lynx: Ice Chill’ cools your body down by 7 degrees which can come in helpful for try-hard young men. So with a crew of cultural and athletic ambassadors, we went in search of them to dispense some chill advice.
A retro Bedford ice cream van was brought back to life featuring a bespoke kit out and branding to help Anthony Joshua and his Ice Chill crew deliver the product’s USP. On social people were directed to a website where they could win ‘chill’ prizes such as a training session with AJ, safe in the knowledge they could perform under pressure.
Director: Matt Carter
VOD | Social
The O2 retail brief for their xmas offering was to convey their 'More for you' proposition, where people would get more than they expected with a free gift from O2. So I took this thought and amplified it during a classic Christmas moment. During dinner, this young family got a comedian rattling off jokes instead of a crappy cracker gag. Enter Justin Moorhouse…nan loved it.
To keep up engagement over xmas, people were then asked to say which joke they liked best using social media icon interaction to win more pressies. Xmas cheer spread. Job done.
360 campaign: TVC | Print | Microsite
People have too many breakfast choices these days, so the brief was to remind them of the benefits of choosing Nestle Cereals. Obviously nutritional info is pretty dry, so we looked at a way of housing lots of stats similar to “the tale of the tape” in boxing - albeit a slightly less aggressive version.
A short flight to Cape Town with 10 huge costumes took advantage of the crisp morning sunlight synonymous with starting your day right. The campaign had the best ROI results of any Nestle campaign ever. Introducing…The Battle of the Breakfasts.
Team credit: Sarah Clift & Graham Ensor
Director: Theo Delaney
