TRAVEL YOURSELF INTERESTING

This is a campaign that I co-wrote and directed. Working closely with Youtube and Facebook we developed executions that were specific to certain times of day, 'Friday night surfers' for instance. This is a tongue in cheek dig at the digital age, mocking people for experiencing things via Youtube and Facebook instead of 'Traveling Themselves Interesting'. 

THE IMPACT: +43% sales 14.2M views 36% organic engagement

FILM 1) Youtube mocking 'Friday night surfers'.

FILM 2) Facebook newsfeed 'Like button mocking'.

FILM 3) Youtube, 'music searches' execution.

FILM 4) Mocking 'lame status updates' Facebook.

FILM 5) Youtube mocking 'late night surfers'

McLaren F1 DRIVER VS DRIVER GP brings the worlds of F1 and the Pro Golf Tour together in a Top Gear inspired challenge. In a pimped-up McLaren golf cart, Lando Norris F1 driver tries to set the fastest lap time whilst trying to avoid a barrage of golf balls from Tommy Fleetwood. For each time they hit the cart there’s a 5 seconds time penalty. Tommy then swaps his Driver for the driving seat… Crofty the legendary voice of F1 is our commentator.

ROLL LIKE RYAN CHIEF ISLAND OFFICER

THE CHALLENGE: Reposition Yas Island to the global tourism market

THE MOVE: Employ Ryan Reynolds not just as a celeb endorsement. Actually make him The Chief Island Officer to tell the brand's story to millions on social.

THE IMPACT: Yas Island recorded 38 million visitors in 2024 - a 20% increase, with sustained tourism momentum. 29% growth in international guests

21 million views Youtube alone

MY ROLE: ECD McCann FP7/Momentum

McDONALD’S FRY-FUTBOL 'REALTIME SOCIAL'

FRY-FUTBOL was Facebook’s most successful social campaign EVER! With over 500 MILLION likes globally in 38 markets. A ‘realtime social’ campaign celebrating McDonald’s global sponsorship of the FIFA World Cup, in which we reenacted all of the goals from every game in an amusing way providing people with tomorrow’s social currency - we would watch the live game, write a script and shoot through the night ‘REAL TIME SOCIAL’. The finished films would appear in 20 million football fans’ Twitter and Facebook feeds the next morning sparking conversation all over the world about last night’s game. The campaign was huge hit with 64 executions covering all 64 matches!

KIA Australian Open (AO) sponsorship

ACES FOR OCEANS is a TikTok/Insta AR game that enables tennis fans to use the accelerometer in their phones to serve an ace with a little coaching from Nadal.

What makes this game so cool is that the players’ actions in the game have an ‘ace’ impact in the real world. With every ace served, KIA turn ocean plastics into Rafa branded, recycled tennis gear, for disadvantaged tennis players.

During the AO Championship - for every Ace Nadal serves KIA will recycle 100 tonnes of ocean plastic, turning it into Rafa recycled tennis gear…

IMPACT: 100,000s of tonnes of ocean plastic turned into Rafa AO Tennis gear. Millions of engagements and disadvantaged kids playing tennis - KIA ‘Movement that inspires’

There’s also the ‘Movement that Inspires’ brand film

#AcesforOceans

ABSOLUT SWOP SHOP: MIX UP YOUR DRINK & MIX UP YOUR OUTFIT. This is a social platform to launch Absolut’s new diversity bottle during London Fashion Week...

PROBLEM: LFW can be seen as elitist and ‘fast fashion’ can be seen as a serious environmental problem (landfill)…and in the age of austerity Gen Z can’t afford to refresh their wardrobe as often as they would like.

SOLUTION: ABSOLUT SWOP SHOP….It doesn’t cost the Earth for a new outfit…In just one party, there’s thousands of creative outfit combinations…What better way to show unity than to MIX UP your outfit…The SWOP SHOP platform also allows people to swap clothes online too, creating millions of new outfits for free.

This is not just any Christmas campaign….At Grey London I looked after M&S and one of the highlights was the big budget (£3 Million) 360 celeb Christmas campaign 10 x TVC spots including the 90 second launch film, where we created a huge experiential M&S Christmas Market, which cleverly combined the M&S signature ‘slow mo’ food porn’ with live action, thousands of real people and few celebs…

Social is a huge channel for M&S, particularly with their Celeb Tasting Table but we also allowed the public to interact with the famous ‘food porn’ - pouring the gravy over the turkey, lighting the Christmas pud, adding a dollop of cream to a mince pie or even popping the cork on the Prosecco all in mouthwatering slow mo’…(your reward for sharing/interacting was a money off voucher).

Hundreds of thousands of shares, likes and voucher downloads put M&S firmly back on top of the Christmas food charts - their most successful campaign ever. This is Not Just Food is now part of British culture (when said in a sexy, sultry, ‘food porn’ voice of course :)

Woolworths x The Ashes - The Park Test

To bring Woolworths’ Cricket Blast partnership to life during The Ashes, we created “The Park Test” - a large-scale TV, social, instore campaign parodying the drama and intensity of live Ashes coverage through the lens of grassroots Australian cricket.

Starring Ashes hero Alex Carey, the campaign transformed a local park match into a full broadcast spectacle complete with drones, action replays, official channel 7 commentary - all set against the unmistakable backdrop of a classic Aussie BBQ.

The platform celebrated Australia’s obsession with cricket at every level, positioning Woolworths Cricket Blast as the entry point for the next generation of Aussie star Players.

As a tier one sponsor we also had a series of in ground activations. ‘The Fresh Fan Zone’ and ‘Misty Hats’ helping fans to stay cool in the 40 degree heat.

TRAVEL YOURSELF INTERESTING

This is a campaign that I co-wrote and directed. Working closely with Youtube and Facebook we developed executions that were specific to certain times of day, 'Friday night surfers' for instance. This is a tongue in cheek dig at the digital age, mocking people for experiencing things via Youtube and Facebook instead of 'Traveling Themselves Interesting'. 

TRAVEL YOURSELF INTERESTING

This is a campaign that I co-wrote and directed. Working closely with Youtube and Facebook we developed executions that were specific to certain times of day, 'Friday night surfers' for instance. This is a tongue in cheek dig at the digital age, mocking people for experiencing things via Youtube and Facebook instead of 'Traveling Themselves Interesting'.

THE IMPACT: +43% sales 14.2M views 36% organic engagement

FILM 1: Mocking 'lunchtime surfers' Youtube.

FILM 2: Music search, mocking 'autotune halfwits'.

FILM 3: Mocking 'weekend wasters' Facebook.

TRAVEL YOURSELF INTERESTING

This is a campaign that I co-wrote and directed. Working closely with Youtube and Facebook we developed executions that were specific to certain times of day, 'Friday night surfers' for instance. This is a tongue in cheek dig at the digital age, mocking people for experiencing things via Youtube and Facebook instead of 'Traveling Themselves Interesting'.

THE IMPACT: +43% sales 14.2M views 36% organic engagement

FILM 1) Youtube, mocking 'lunchtime surfers.'

FILM 2) News site execution, mocking 'news junkies'.

FILM 3) Facebook newsfeed, mocking 'duckface posts'.

Hamptons Brand campaign 2023 - shot from the POV of an excitable toddler, this film is about the emotions we all feel, whether we are young or old, when we see the home of our dreams for the first time. HAMPTONS - MOVING PEOPLE SINCE 1869

BE PART OF THE STORY 

I wrote and directed these spots with Paul Weiland's Film Company including the 'Be Part Of The Story' brand positioning…Mr Tiddles wasn’t the easiest of creatures to direct (eek).

BOOIE Beauty x Celeste Barber - Woolworths

Launching a beauty brand into a supermarket category dominated by global giants needed more than just another influencer campaign.

Working with comedian and cultural force Celeste Barber and her audience of more than 15 million followers, we helped launch BOOIE Beauty nationally into Woolworths Australia with a social-first platform built around humour, accessibility and brutally honest beauty expectations.

The campaign combined creator-led content, retail launch moments and social storytelling designed to feel native to culture rather than traditional beauty advertising.

By leaning into Celeste’s unapologetically real tone, BOOIE cut through a highly saturated category and quickly generated strong social engagement, PR attention and retail traction across more than 1000 Woolworths stores nationally, with launch products immediately selling out creating more hype. Woolworths Beauty sales as a whole up 50% since launch.

Woolworths Everyday Rewards x MasterChef

To drive engagement for Woolworths Everyday Rewards’ premium cookware promotion, we created a social-first campaign built around food creators, collectability and everyday cooking inspiration.

Partnering MasterChef favourite Hayden Quinn with creators including Locky, the campaign brought the “Cook Better with Better Cookware” platform to life through creator-led recipes designed for social feeds rather than traditional TVC - quite a radical move for Woolworths.

The campaign inspired tens of thousands of home cooks to share their own recipes socially, helping reinforce Woolworths’ positioning as “The Fresh Food People” while turning a supermarket promotion into a ‘national’ food conversation - how you cook better with (free) premium cookware?

One of Woolies most successful collectables promotions - over 10 million cookware items being redeemed. Also Increased their social following 20%.

Woolworths Bricks Home (Lego) became a national obsession, turning the weekly shop into a hugely popular family collectable campaign across Australia and NZ. The 360 social-first campaign transformed everyday household items into highly collectible miniature worlds - driving tens of millions of pack redemptions, swap events and repeat store visits nationwide. 

THE PROBLEM:

The government bill to reduce carbon emissions does not include shipping & aviation, which are the two biggest contributors to climate change….(ohh and we haven’t got any budget).

THE SOLUTION: 

If we get a 100,000 people to sign our online petition, they have to legally debate it in parliament…We got over a million people to sign it, we then printed all of the signatures onto a huge piece of paper, made it into a paper boat & sailed it down the Thames to the Houses of Parliament, gaining huge amounts of free PR - it made all of the major news channels resulting in even more signatures & a change in policy by the government.

FAN OF THE MATCH is a global 360 activation promoting Budweiser’s sponsorship of the Brazil World Cup.

The Fan of the Match app allows fans to watch games on mobile and tablet and offers a real time interactive second screen experience that gamifies the entire tournament.

The app connects your socials with fans all over the world and lets you compete against them for the coveted tile of Fan of the Match. Everyone is a player - the more likes and reposts your commentary has, the more points you earn towards the Fan of the Match title.

You could win tickets to World Cup games, VIP experiences at Bud Fan Parks around the world or you could win the ultimate prize, meeting the superstar players - Fan of the Match will present the Man of the Match Award (owned by Bud) at the quarter, semi and final matches. Meet the the World’s best players and party at the VIP Budweiser Hotel in Rio - it’s time to prove you are the FAN OF THE MATCH

At Grey London I was instrumental in writing the strategy HELPING THE BIGGEST CIGARETTE COMPANY IN THE WORLD GIVE UP SMOKING… Moving people on to healthier alternatives like IQOS and vapes saves millions of lives. Along with the print ads and experiential events HOLD MY LIGHT was a big social activation which encourages people to give up with a little help from their friends…

At BBH I developed the rebrand of Gordon's Gin and instigated Gordon Ramsey's partnership with the brand. There were over 10 posters in the campaign as well as idents for The F Word and Kitchen Nightmares.

Whilst at BBDO I was CD on Mars Foods and P&G. Here’s a couple of award winners…

BBH TV spot spot directed by Peter Cattaneo where fans could win a dream contract with their Premiership Club. This is a money can’t buy experience where you get to train with your heroes and also get an annual salary and even a fancy car to drive to training - live like a proper Premiership player.

THE HONEYMOON THAT NEVER ENDS 

BBH TV spot directed by Peter Cattaneo. It’s a lifetime fixed rate mortgage for 25 years.

This site complimented the 'SLAG OF ALL SNACKS' campaign and had millions of hits and was the first interactive video execution done by a brand.

When you loaded up the site, loads of other amusing popups would would appear - like Slave2Noodle.com, or PotSwapping.com (like a porn site... apparently). The Hysterical Girlfriend Game was one of these pages….

As well as 2 Cannes Gold Lions, this also recently won a Campaign Best, Campaign Magazine Best Digital Ad of the Decade, Campaign Best FMCG campaign, One Show Silver, London International Award Gold, Creative Showcase Gold etc…

QUALITY TIME 

I launched the new Peugeot 508 on TV and online with the 'Quality Time thought.' It was Peugeot's first luxury car, which was aimed at time poor business people - even the ad campaign was designed to save them time….

Homemade is a social content hub for Sainsbury's that celebrates home cooking and all of its beautiful imperfections. Partnered with the Huffington Post, the site presents a mix of recipes, news and competitions. The Homemade site allows you to create your own Scrapbook which allows you to collect and share all of your favourite recipes with friends and family and the Homemade community…It’s all about encouraging people to have a go at a recipe and to post their pics. The site even allows you to instantly add all of the ingredients that you need to your basket.

Multi channel launch campaign for the Shard, which included a bespoke website in which evokes the feeling of taking the elivator to the top.

I wrote and directed these spots with Paul Weiland's Film Company including the 'Be Part Of The Story' brand positioning…Mr Tiddles wasn’t the easiest of creatures to direct (eek).