junior strategist. senior citizen.
IT ALL STARTS WITH AN IDEA
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IT ALL STARTS WITH AN IDEA ✦
life experience gave me the power to storytell, a purpose to understand, and perspective.
I help brands truly understand their audience to make work that resonates, connects and strikes a nerve.
I come alive on pitches.
They keep me young.
Empathetic persuasion is my superpower and how I think brand’s make customers feel seen, understood and important.
Sweet treats are my kryptonite.
Yes, I unwind with true crime.
#uncoveredbysudocrem
soothing families since 1931, and everyone else since 2025
Tension: Sudocrem’s brief was to re-engage lapsed users without alienating loyal mums. The obvious move was a safe, heritage-led campaign. With stakes and fear high my Creative, Strategy and Marketing directors all needing convincing to hear my thinking out. (I convinced).
Insight: The brand had a cult following they didn’t know about. Gen Z was already using Sudocrem as an acne hack and posting about it unprompted.
Idea: #UncoveredBySudocrem took an existing behaviour and made it the campaign. Real, raw, authentic content across TikTok and social turned everyday users into the brand’s most credible spokespeople; positioning the brand as the champion for every day skin conditions.
200+ MEDIA HITS
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248+ OTS ENGAGEMENT
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12M+ SOCIAL IMPRESSIONS
200+ MEDIA HITS ✳︎ 248+ OTS ENGAGEMENT ✳︎ 12M+ SOCIAL IMPRESSIONS
#POTATOPOWER FOR nanna tate
Tension: New potato brand Nanna Tate was launching in the UK, but with more than 70% of UK consumers considering them unhealthy, and 47% of health-conscious Gen Z actively avoiding them believing they cause weight gain, myth-busting was on this launch menu..
Insight: Potatoes are one of the most complete sources of workout recovery nutrition available, higher in potassium than bananas, rich in Vit C and B1. The health food industry had been sitting on this and saying nothing.
Idea: We hosted the UK’s first fitness workout fuelled entirely by potato. No protein shakes, no supplements, just spuds. The absurdity was the point. If the claim is true, prove it!
181 HITS
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1,522 ENGAGEMENTS
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165,543 IMPRESSIONS
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164 LINK CLICKS
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46.5m OTS
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149 STICKER TAPS
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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
Tension: Butlin’s Big Weekenders needed a new angle. Previous campaigns leaned on the obvious fun, noise, a good time. That wasn’t going to earn coverage.
Insight: Fancy dress is a proven social tool. Adopting a character measurably reduces anxiety and breaks down barriers with strangers. The costume is doing real psychological work.
Idea: We descended on Stoke-on-Trent, officially the UK’s most bored town, handed out fancy dress to anyone who’d take it, and watch the high street transform. Social anxiety fears fruits, Teletubbies and traffic cones.
181 HITS ACROSS NATIONAL, CONSUMER, REGIONAL & BROADCAST
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1,522 ENGAGEMENTS
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165,543 IMPRESSIONS
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164 LINK CLICKS
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149 STICKER TAPS ACROSS SOCIAL
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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
Tension: Kenji’s Westfield launch needed to land beyond J-culture fans. Kawaii (Japanese for cute/adorable) as an aesthetic alone wasn’t going to do it, it needed to mean something to a London audience.
Insight: Kawaii isn’t an aesthetic, it’s a stress response. Studies show it, reduces anxiety, lowers blood pressure, increases gray matter in brain areas linked to empathy and touching or observing kawaii objects is enough to trigger activity in the muscle required for smiling. London has some of the highest stress levels of any city in Europe.
Idea: We built the launch around London’s most hated ritual, queuing, and turned it into the experience. Bespoke Kenji space hoppers let shoppers literally hop the queue, turning frustration into joy and giving the city exactly what it didn’t know it needed.
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
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8 TRADE COVERAGE HITS
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11 COVERAGE HITS
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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
Tension: A frozen pizza trying to feel authentically Italian? Challenge accepted. But when that pizza is owned by Germans, manufactured on an industrial estate off the M6 and the number one frozen pizza in Italy, anything is possible.
Insight: The holiday feeling dies the moment you hit baggage reclaim. The food shop on the way back from the airport is one of the most-cited worst parts of returning from holiday. That gap between Italy and reality was where Ristorante belonged.
Idea: We took to John Lennon Airport’s arrival hall and loaded the baggage carousel with free Ristorante pizza, waiting for passengers flying in directly from the Italian Riviera. The pizza came from italy, off the belt, with their luggage.
Some would say, I ate.
5 NATIONAL HITS
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25m CONSUMERS REACHED
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94% WEB COVERAGE LINKED TO REBRANDED WEB PAGE
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100% OF HITS FEATURED BRAND ASSESTS AND QUOTE ON REBRAND
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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
the 10P CADBURY FREDDO
Tension: A discount retailer’s 40th birthday is not a news story. The brief needed a cultural hook, something that made the milestone mean something beyond the brand.
Insight: The 10p Freddo is a cultural timestamp, it’s what a Freddo cost when QD first opened its doors. In a cost-of-living crisis, the nostalgia for a real bargain hits harder than any birthday message ever could.
Idea: Roll the price back to where it started. Not a promotion, a time machine. One number that took the nation back to 1984 and took the client to widespread press coverage, sold out Freddos nationwide and a +3% store uplift.
460 HITS INCLUDING 455 GOLD TIER TITLES
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3M REACH VIA NEWS COVERAGE AND SOCIAL
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+3% UPLIFT IN SALES INSTORE
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460 HITS INCLUDING 455 GOLD TIER TITLES ✳︎ 3M REACH VIA NEWS COVERAGE AND SOCIAL ✳︎ +3% UPLIFT IN SALES INSTORE ✳︎
Brief: Make EE’s decade-long Kevin Bacon partnership feel native to TikTok, not an ad in disguise.
Idea: Concepted and scripted a TikTok campaign that put Kevin in the format’s language, working with Saatchi & Saatchi in-house production to shape it from script to screen.
YOU CAN COUNT ON EE
PAY SECURLY WITH VISA
Brief: Make “Pay Securly” feel reassuring rather than functional across OOH and DOOH.
Idea: Wrote headline copy across a suite of OOH executions, stretching one proposition across multiple contexts.
