that’s why her hair’s so big. it’s full of insight.
IT ALL STARTS WITH AN IDEA
✦
IT ALL STARTS WITH AN IDEA ✦
CREATIVE / sTRATEGIST / STORYTELLER / social listener / PROBLEM SOLVER / PITCH WINNER
A YEAR AGO I WAS WINNING NEW BUSINESS FOR BRAZEN (PR WEEK’S BEST AGENCY OUTSIDE OF LONDON 2023*)
AS THE AGENCY’S FIRST & ONLY DEDICATED STRATEGICALLY TRIANED CREATIVE, I HELPED ACHIEVE AN ALMOST 80% NEW BIZ PITCH WIN RATE IN MY FIRST YEAR
WINS INCLUDED SUDOCREM, ABBOTT LYON, MANCHESTER AIRPORT, KENJI, TATE & LYLE, PETS CHOICE AND THE WORKS — TO NAME A FEW
BUT THEN I GOT INVITED TO A 15-MINUTE MEETING WITH OLIVIA FROM HR
SINCE THEN I’VE BEEN PERSONAL TRAINING AT MANCHESTER’S FRONTLINE FIT PERFORMANCE CENTRE — A ROLE THAT TAUGHT ME EVEN MORE ABOUT PEOPLE, MOTIVATION, IDENTITY AND HUMAN BEHAVIOUR
BUT NOTHING GETS MY HEART RACING QUITE LIKE UNCOVERING AN AUDIENCE’S REAL WHY, BRINGING IDEAS TO A TABLE OR DEVELOPING THE KIND OF INSIGHT THAT MAKES A CLIENT’S FACE LIGHT UP
SO HERE I AM PUTTING MYSELF BACK OUT THERE AS A JUNIOR CREATIVE STRATEGIST
#uncoveredbysudocrem
soothing families since 1931, and everyone else since my 2025 strategy
If you’re reading this, you’ve probably got a tub of Sudocrem somewhere in a cupboard. A true household staple, it’s the baby rash cream that was slathered on your bottom without your consent many years ago.
And just like babies, brands need to grow…
To win a highly competitive three year retainer pitch, Brazen was challenged to create brand growth by educating and re-engaging lapsed users (aka not mums) around the product’s versatility, while still engaging their loyal core audience (mums). Because while the brand wanted growth, they also needed to stay true to their iconic heritage of “Soothing Families Since 1931”.
Just four months into my role as a Junior Creative, I fought hard to convince my Creative, Strategy and Managing Directors to pitch a strategy that took this risk-adverse brand into two unexplored territories — acne and social media — as I believed there was an unmissable opportunity to turn the functional, ‘baby-only’ product into a bold, culturally relevant brand for people of all ages living with skin conditions, across social platforms and beyond.
#SudocremUncovered was born through the insight that common skin conditions such as acne, eczema and rosacea, are experienced emotionally as well as physically, and impact families across the nation.
From post-partum mums experiencing flare ups, to teens not socializing due to the shame of acne, 60% of UK adult suffer with a skin condition.
My strategy ‘Skin Positivity’ aimed to share the real, raw truth of living with a skin condition, to create authentic, relatable content that sparked taboo-breaking conversations on and offline.
To bring the idea to life we partnered with Stylist magazine to create an immersive exhibition featuring portraits and personal testimonials from 10 real skin sufferers. We also hosted a panel event highlighting the emotional impact of skin conditions, delivered emotive video case studies and launched a dedicated content hub to drive traffic and influencer amplification to help coordinate a media push that turned the campaign into a national news moment.
The baby’s bottom line?
It’s not just nappy rash that Sudocrem can soothe, but a nation of skin sufferers.
200+ MEDIA HITS
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248+ OTS ENGAGEMENT
✳︎
12M+ SOCIAL IMPRESSIONS
200+ MEDIA HITS ✳︎ 248+ OTS ENGAGEMENT ✳︎ 12M+ SOCIAL IMPRESSIONS
#POTATOPOWER FOR nanna tate
Nanna Tate, a new British potato brand by Branston, needed help driving fame for their UK launch, and since I like my potatoes with a generous dollop of myth-busting, that was exactly what was on the menu.
The myth? That potatoes directly contribute to weight gain, with more than 70% of UK consumers considering potatoes a unhealthy food source and nearly half of Gen Z’s (47%) avoiding them altogether believing they’re fattening (gram for gram, they have fewer calories than pasta or rice. Trust me, I’m a PT).
But what I found even more interesting was that despite being packed full of nutrients key to energy production and muscle function (Vit C, Vit B1, potassium), only 7% of gym-obsessed, health conscious Gen Zs turn to potatoes to refuel after physical activity.
Cancel culture as it’s carb-est…
To challenge the widespread misconceptions about the veg’s nutritional value, we positioned potatoes as the breakout superfood of 2025 and collaborated with fitness influencer Alice Livein to host the first fitness workout fuelled entirely by key lime pie.
Just kidding, potato.
Client
The Atlas Project
Year
01/01/0001
Year
01/01/0001
Client
The Echo Project
181 HITS
✳︎
1,522 ENGAGEMENTS
✳︎
165,543 IMPRESSIONS
✳︎
164 LINK CLICKS
✳︎
46.5m OTS
*
149 STICKER TAPS
*
181 HITS ✳︎ 1,522 ENGAGEMENTS ✳︎ 165,543 IMPRESSIONS ✳︎ 164 LINK CLICKS ✳︎ 46.5m OTS * 149 STICKER TAPS *
I’M NOT POWER HUNGRY, PROMISE…
the power of fancy dress
Butlin’s challenged Brazen to build brand awareness of their ‘Big Weekenders' – cheap weekend getaways that encourage guests to dress up, let their hair down and make lifelong memories with friends.
To do that, I wanted to unpack the psychology of costume, as my strategic instinct was telling me that dressing up is far more than just wearing a funny outfit. My instinct was right.
Turns out, fancy dress serves a practical purpose when socializing. It helps us break down social barriers, makes striking up conversations with strangers less awkward, plus, by transforming ourselves into a character, we escape our everyday stresses which significantly boosts our social confidence.
Social anxiety fears fruits, Teletubbies and traffic cones. It’s what I called the Power of Fancy Dress.
To bring the idea to life, I worked closely with the Brazen newsroom team to issue a survey story to find the UK’s most bored town. We then got TV personality and professional social butterfly Charlotte Dawson to rally up residents on the high street to remind them the importance of having fun at the weekend and how a Big Weekender makes it easy!
Disclaimer: Still avoid Stoke on Trent. Those poor unfortunate souls.
181 HITS ACROSS NATIONAL, CONSUMER, REGIONAL & BROADCAST
✳︎
1,522 ENGAGEMENTS
✳︎
165,543 IMPRESSIONS
✳︎
164 LINK CLICKS
✳︎
149 STICKER TAPS ACROSS SOCIAL
*
46.5M OTS
*
181 HITS ACROSS NATIONAL, CONSUMER, REGIONAL & BROADCAST ✳︎ 1,522 ENGAGEMENTS ✳︎ 165,543 IMPRESSIONS ✳︎ 164 LINK CLICKS ✳︎ 149 STICKER TAPS ACROSS SOCIAL * 46.5M OTS *
london goes hopping mad for kenji
Quirky Asian store Kenji needed a store activation to drive fame and footfall for their grand store opening in Westfields London.
And as a born and bred Londoner who lived in Asia, I took the reins of the creative strategic process and won the agency yet another pitch as a Junior Creative. (By this point it was obvious to everyone that I was actually a Creative Strategist, but I digress…)
The Japanese cultural phenomenon of “kawaii”, at the heart of every Kenji store, relieves stress, heals emotional exhaustion and triggers the release of nurturing hormones that lowers blood pressure. Research by the National Institute of Health shows individuals who actively embrace kawaii in daily life develop increased gray matter in brain areas linked to emotional processing, reward, and empathy, and that kawaii stimuli increases the ratio of alpha brain waves associated with reduced anxiety and physical relaxation. Merely touching or observing kawaii objects is enough to trigger activity in the zygomaticus muscle — the muscle required for smiling.
My idea was instinctual: If anyone needs a little kawaii in their lives, it’s Londoners. Commuting, cost of living, pollution, not to mention the weather. The city is in desperate need of something to smile about.
My strategy ‘London Finds Joy’ was brought to life with the creation of bespoke Kenji space hoppers which we gave to shoppers waiting in line to enter the new store. The store activation transformed one of the country’s most hated activies - queuing - was kawaii. and Londoners were smiling. If only you could hop every queue…
2 RETAIL TRADE EXCLUSIVES
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549,270 INFLUENCER REACH
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18 INFLUENCERS ATTENDED
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3,591,092 TOTAL REACH
✳︎
8 TRADE COVERAGE HITS
*
11 COVERAGE HITS
*
2 RETAIL TRADE EXCLUSIVES ✳︎ 549,270 INFLUENCER REACH ✳︎ 18 INFLUENCERS ATTENDED ✳︎ 3,591,092 TOTAL REACH ✳︎ 8 TRADE COVERAGE HITS * 11 COVERAGE HITS *
ok fine, i’m a little hungry for…
RISTORANTe PIZZA
Dr. Oetker wanted to drive awareness and excitement for their Ristorante thin & crispy frozen pizza with a summer experiential stunt. They also wanted to shout about their new ‘Taste of Italy’ branding.
Some would say, I ate.
5 NATIONAL HITS
✳︎
25m CONSUMERS REACHED
✳︎
94% WEB COVERAGE LINKED TO REBRANDED WEB PAGE
✳︎
100% OF HITS FEATURED BRAND ASSESTS AND QUOTE ON REBRAND
✳︎
400 FAMILIES TOOK HOME PIZZA
5 NATIONAL HITS ✳︎ 25m CONSUMERS REACHED ✳︎ 94% WEB COVERAGE LINKED TO REBRANDED WEB PAGE ✳︎ 100% OF HITS FEATURED BRAND ASSESTS AND QUOTE ON REBRAND ✳︎ 400 FAMILIES TOOK HOME PIZZA
Saatchi & Saatchi Creative Placement
BRIEF IN BRIEF: USE A TIKTOK TREND TO BRING TO LIFE EE’S PROPOSITION “COUNT ON EE”
Saatchi & Saatchi Creative Placement
billboard copy for visa
