Named Creative Equals & Campaign Top 30 Future Leaders 2021
One of The Dots 100 rising stars 2021
A Pitch superwoman 2020
By day, I’m a multidisciplinary Senior Art Director. By night, a side-hustler working to create equal opportunities for women, an occasional illustrator, and gamer.
With over 9 years of experience in design, art direction, and social, I've worked across multiple local & global 360 campaigns for brands such as glo, Philips, Boots, Nestle, and more. My work has taken me around the world, from shoots in Europe to spending 18 months in Tokyo where I co-created and launched the voice for a new brand, Co:Labs.
Outside of this, I'm the Head of Social with SheSays, involving myself in every campaign to help create and shape a better platform for women, and I mentor for LWD & Kerning the Gap.
Gaming is for everyone and this was especially true throughout the pandemic. In this unique 3-part docuseries (in partnership with VICE), we explore what it means to be a gamer, the levels it's taken to get to where they are and how the stereotype of gamers have changed.
To drive buzz, we created cutdowns for paid ads and interactive social content, as well as the docuseries. Each gamer also shared the work with their community.
This project was especially close to me as I'm a gamer and I've also felt misguided and judged for not fitting the stereotype.
Role: Creative lead - concept, Design & Art direction, co-film-direction
No charging, no smoke, no device. The new alternative to vaping.
Velo pouches let you live freely and embrace adventure anywhere.
So we sent 2 UK influencers to put it all on the line and do just that. In a nod to shows like Survivor and Amazing Race, we set them 3 adventurous challenges in pursuit of the ultimate adventurer glory.
In a long form 3 episode series, the group competes in axe throwing, racing bikes around a Nordic trail, and fetching as much VELO cans as they can from the bottom of a freezing pool.
We then direct the audience to interactive content where they can vote for a winner to crown the ultimate adventurer and explore snackable content that explains the product in an engaging and entertaining style.
Role: Senior Creative - concept, design, film direction working with a copywriter
Traffic into stores was decreasing so we came up with an idea to bring traffic back and bring the brand back to life. Using the Co:Labs platform, we launched an event series Co:Labs LIVE.
An experience that brought four creators together who’d never previously met to create an event that you can’t do anywhere else. We were able to launch the project over a short, 1 month timeline, culminating in a launch film and campaign that was spread across Tokyo in digital & social.
Role: Creative Lead - concept, design, film direction
HERO 30"
Glo has lost their voice in the Japanese market and was in need of a fresh injection to expand their audience. I was sent to Tokyo to help glo launch Co:Labs - a surrogate platform for content creators to express their art form in new way, and allowing prospective customers to see glo in a different light.
To launch the platform, we created social-first content by pairing creators/influencers to make unexpected content. Leading the project I was able to work with 18 creators, and created 9 content series.
Role: Senior creative - concept, design, film direction
Every piece of content was completely different, original and never-seen before.
From this, we successfully launched Co:labs and reached a new audience that glo couldn't reach before.
SheSays is an award-winning global non-profit organisation focused on the engagement, education and advancement of women in the creative industries.
Since joining as Head of Social early 2019, I was able to shape the tone of voice on social across 4 platforms whist working closely with the lead designer. Working closely together we were able to create several always on content series with a distinctive style. This in turn created the voice for all campaigns ran and expanded the organisation’s awareness.
Since 2019, I've involved myself in almost every campaign supporting each one on social and digital. I’m incredibly proud to be a part of this amazing organisation, to be surrounded by supportive and open women that pushes each other to be better.
For IWD 2022, the ex-president Joyce Kremer and I also collaborated with the Design museum on an event to help more creatives break into the industry through a panel discussion and workshop. The event was featured in TimeOut.
Role: Head of social & (occasional) Designer
A series of stories were released to launch a brand new glo device, with the message "Defy the rules of satisfaction and have it all."
The challenge for me was how do we make the core idea more relatable and engaging to the everyday consumer, especially on social? And how do we make it fun?
Playing on the idea of have it all, we created an Instagram lens asking consumers to express how they do everything with no compromise, showing us all their sides.
Users were able to upload their own photo/video showing 1 side of them and shooting live to show another side of them creating an effect that stands out from the competitors.
Have a play here: (Open it on mobile)
https://www.instagram.com/ar/319388505890564/
Role: Senior creative - concept, design
YourGoodSkin is a brand new skincare range developed by a team of leading dermatologists to restore your skin’s natural balance in just 28 days. After a successful launch in the UK, YourGoodSkin wanted to launch in 3 key EU markets.
When it comes to beauty, simple proof can be the key to a successful launch.
We asked 3 influencers from France, Spain & Italy to try the 28-day challenge, and invited them to share their honest opinions afterwards.
All interview style videos were filmed in their native language, giving us stories to tell within an integrated campaign in each of their markets.
Role: Senior creative - concept, design, film-direction
Ever been to the dentist on your phone? Me neither! So when Philips brought the ‘teledentistry’ technology to their Sonicare app, explaining it was a unique challenge.
To generate awareness, adoption and gain key audience learnings on social in the US, working with the media team we brought to life and tested the 3 key campaign messaging variants through the social funnel to enhance campaign performance, with further messaging variations within the conversion level.
Role: Senior creative - concept, design, film-direction
We all know the tagline, “Have a break, have a Kitkat.” Being a social lead for the global KitKat account, I had the job of translating this into social. At the time that I started working on this account, the KitKat Instagram only had 800 followers with no strategy, design or art direction - but after injecting a little bit of love and time, I took charge and grew their followers to half a million within 2 years.
I designed, art directed, animated and filmed most of the content with a minimal budget as well as spotting and creating topical content to further engage more fans. All the assets were created to also be used by local markets.
Role: Art director/Designer - concept, design
Remember when One Direction was a massive deal and the chaos it caused when they announced they were taking a break...
Together with the social team, we decided to post a happier response. What happened was unexpected and it became the most branded retweeted tweet at the time.
Mentioned in Adweek
and in Digiday
Illustration is one of my passions, and while I'm not traveling I spend my time drawing. This is one of the projects I started 7 years ago and has continued in my personal time.
The project was turned into a one-off magazine and featured on Issuu.
Manscaping. Men might not talk about it but almost all of them do it.
Philips want to empower more men to show off their body by giving them the right tool to do so. So they can find any excuse to show off their body.
The campaign was populated across social and launched in the Turkish market.
Glo has lost their voice in the Japanese market and was in need of a fresh injection to expand their audience. I was sent to Tokyo to help glo launch Co:Labs - a surrogate platform for content creators to express their art form in new way, and allowing prospective customers to see glo in a different light.
To launch the platform, we created social-first content by pairing creators/influencers to make unexpected content. Leading the project I was able to work with 18 creators, and created 9 content series.
Every piece of content was completely different, original and never-seen before.
From this, we successfully launched Co:labs and reached a new audience that glo couldn't reach before.
Remember when One Direction was a massive deal and the chaos it caused when they announced they were taking a break...
Together with the social team, we decided to post a happier response. What happened was unexpected and it became the most branded retweeted tweet at the time.
Featured in Adweek
Featured in Digiday
