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
SCROLL FOR SOME THINKING
#uncoveredbysudocrem
soothing families since 1931, and everyone else since my 2025 trategy
If you’re reading this, you’ve probably got a tub of Sudocrem somewhere in a cupboard.
A British household staple, it’s the baby rash cream that would have been slathered on your bottom without your consent many years ago.
But 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 Sudocrem’s 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 wanted to hold on 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 every day skin conditions such as acne, eczema and rosacea, have an emotional impact on the UK. From post-partum mums experiencing flare ups, to teens avoiding socialising due to the shame of having acne, 60% of UK adult suffer with a skin condition, yet no brand was championing their experience.
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.
Partnering with Stylist magazine, we created 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 host stories and 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
✳︎
248+ OTS ENGAGEMENT
✳︎
12M+ SOCIAL IMPRESSIONS
200+ MEDIA HITS ✳︎ 248+ OTS ENGAGEMENT ✳︎ 12M+ SOCIAL IMPRESSIONS
#POTATOPOWER FOR nanna tate
a Tate, a new British potato brand by Branston, needed help driving fame for their launch. And personally, I like my potatoes with a generous dollop of myth-busting.
Insight:
More than 70% of UK consumers do not consider potatoes a healthy food source, with nearly half of Gen Z’s (47%) avoiding them; convinced that they directly contribute to weight gain (gram for gram, they have fewer calories than pasta or rice) Plus, 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…
Idea:
Reposition potatoes as the breakout superfood of 2025, with a campaign that challenged widespread misconceptions about it’s nutritional value. Backed up by research and a collab with fitness influencer Alice Liveing, my myth-busting idea aimed to reshape the national potato perception
Creative:
A fitness workout hosted by personal trainer and best selling author Alice Liveing entirely fuelled by _ . 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…
butlin’s - the power of fancy dress
Brief:
Build brand awareness of Butlin’s Big Weekenders – action-packed weekend getaways that encourage guests to dress up, let their hair down and make lifelong memories with friends.
Insight:
Fancy dress isn’t just fun and games. It’s releases inabitions, allows us to start conversations with strangers etc etc…
Idea:
The Power of Fancy Dress
Creative:
Find the UK’s most miserable city and use the power of fancy dress to cheer residents up. (2/10 would recommend Stoke on Trent).
london goes hopping mad for kenji
Brief in brief:
Quirky Asian store Kenji also needed help with a launch. They wanted fame and footfall for their grand store opening in Westfields London, and as a born and bred Londoner who lived in Japan, this brief was a dream.
Insight:
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. Even touching or simply observing kawaii objects is enough to trigger activity in the zygomaticus muscle — the muscle required for smiling.
Research that got me smiling…
Creative:
We created the first queue where jumping was encouraged, by creating bespoke Kenji space hoppers to give to shoppers waiting in line to enter the store.
Suddenly, one of the most universally hated experience - queuing - was a fun experience that got London (and the Kenji team) smiling.
2 RETAIL TRADE EXCLUSIVES
✳︎
549,270 INFLUENCER REACH
✳︎
18 INFLUENCERS ATTENDED
✳︎
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 *
fine i’m a little hungry for…
RISTORANTE -PIZZA activation
Brief:
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.
Insight:
Post holiday cooking fills Brits with sheer dread, with xxx
Idea:
Introducing… baggage pizza reclaim. Loading up Liverpool John Lennon Airport’s arrivals baggage carousels with free pizza, we helped holidaymakers returning from the Italian Riviera taste Italy just one meal longer. With unprecedented travel disruption dominating the news agenda at the time, the story really flew.
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
Here, creativity meets opportunity. Whatever you're building, we're here to help you take the first step with confidence. Driven by curiosity and built on purpose, this is where bold thinking meets thoughtful execution. Let’s create something meaningful together.
08
VISA - COPY
At Saatchi & Saatchi, I wrote some copy for Visa’s safe pay promise. My three audiences were Health, Beauty & Gaming.