Art Direction & Design
Brought in as creative lead for the
YouTube Music campaign from Q3 2018
to Q1 2019. My main role was to oversee
the creative direction on multiple work
streams to promote awareness of this
new, standalone app. I provided the
creative and art direction to cover
deliverables for OOH, DOOH, Paid
Social, Organic Social, Display, Print and
Cinema. Which included briefing and
managing a team of motion designers
and artworkers to produce every asset
deliverable for the campaign.
The brief was to get more women 14-40
participating in 30 minutes of physical exercise
per week. The campaign had to be motivating
with a clear call to action. The agency came up
with ‘This Girl Can’, depicting your normal
everyday woman pushing herself to exercise
and show she has what it takes to do it. I was
involved in helping art direct from the concepts,
through to designing the artwork across digital
medium. The campaign was so successful
that it received 3 million YouTube views in just
36 hours. Traffic to the agency website went up
70.4% on its daily average.
tango league final
I was tasked to art direct the journey to the Tango Leauge final
2018, building hype. Naturally, the platform for this was social
channels. I created storyboards to shape the creative, showcasing
the key highlights from the individual Tango League tournament
events. To keep the social feel to it, native platform tools were
dotted into the execution. This was brought to life with motion
design across Instagram, Facebook and Twitter. Culminating in
an Instagram story along with social cut-downs.
world cup gif pack
To make sure adidas was at the forefront of
social conversation during the World Cup, they
wanted to create an official sticker pack on the
ever-popular Giphy platform. On a limited budget,
using footage from previous campaigns only, the
art direction had to be simple and delightful. The
outcome was a series of gifs, using well-known
adidas ambassadors, tailored for different
in-game scenarios. This gave users shareable
content, which they could bolt on to their social
stories and posts.
Provided art direction and executed the creative
for the Reebok Meet You There campaign.
Resulting in 41 unique resolutions, across the
UK’s DOOH network. The campaign focused on
bold prints made for mixing, leaning on the
mantra that your style is all yours.
The Meet You There collection entices you to add
some attitude to your wardrobe with a look that
says whatever you want it to. The art direction and
photography treatment reflected this with its moody,
The strategy for the UEFA Champions League
‘Road to Milan’ 2016 was based on a single,
key football insight: football fans will do
passionate things for their love of the sport,
their team and their favourite players, which
to the non-fan may seem like mad behaviour.
Through the premise of the global Priceless
campaign, MasterCard understands the fans’
passion for the beautiful game, resulting in the
campaign positioning of:
‘Some call it Madness, we call it Priceless!’
My role as Art Director was to oversee the
campaign creative, across multiple formats
and design medium within ATL & BTL
disciplines. The main creative focus was on
Priceless Surprises, taking over the city of
Milan, and a pan-European social campaign.
To find the most creative way of proposing to my
now fiancée Simone, I centred the proposal around
two of her interests- Disney and photographs.
Using Disney as a smokescreen, I created a
plausible story where Simone believed she was
invited to an exclusive Disney exhibition, along
with my sister, as a guest of my sister’s husband’s
record label. The proposal went viral within days,
amassing millions of media impressions.
Using actual Disney prints in the main gallery, with
excerpts about each piece, I knew I could make the
exhibition seem genuine. Authenticity was heightened
with actors walking around, a photographer, Disney
piano music and some waiters serving champagne.
Downstairs, Simone thought there were one off prints
for sale. What she actually found were milestone
pictures from our relationship, reimagined in Disney
form. Collaborating with an illustrator, I ensured each
artwork replicated every detail of the original picturefrom
the outfits, to the backgrounds, to all the names
and the dates within which each event took place.
With Alfa Romeo pumping £8bn into new car models,
they wanted to innovate and revolutionise the car
buying experience. Looking at the user journey
of a car purchase from inspiration, evaluation,
confirmation, all the way through to positive
usage- we put the driver at the heart of the driving
experience. This was executed by making them feel
connected with the car at every stage, using digital
and wearable technology. Driving behaviour could be
tracked so you could see your performance and see
how you compare with other Alfa owners, creating
brand love and helping Alfa Romeo collect data.
Provided art direction and design for
a campaign analysis of The Amazing
Spider-Man 2. I visualised data from a
Powerpoint into a 24 page brochure,
to send out to various stakeholders.
This was part of the campaign wrap,
to ensure everyone was aware of the
statistical success of the advertising
campaign, while promoting the film.
Provided art direction and design to
completely revamp Virgin Active’s ageing
website. Focused on differentiating
Virgin from its main competitors through
bespoke art direction and engaging user
content. In-keeping with Virgin Active’s
brand values, the website’s look and feel
and persona-centric content ensures that
users can easily visualise themselves in
the gym environment.
Class video trailers that focus on the
sounds and ambience you experience
in a class, give a more realistic
interpretation of what to expect. The
vibrancy and normalisation of imagery
enables the user to picture themselves in
the Virgin Active environment, void from
typecast and prejudice.
As an art director and designer, I understand
the importance of a brand. It breathes life into
a product, giving it a personality and a face
to remember. I like to produce identities that
perfectly reflect a brand and its values. Here
is a broad selection of some of the identities
I have artworked. They range from DJ’s and
aesthetic clinics, to creative agencies.
With the NHS 111 service coming under the
media spotlight, the NHS implemented a five
year plan to optimise the service. I was tasked
to art direct and design the digital user journey.
We came up with NHS Plus. Using digital and
wearable technology, we completely simplified
the health service. We ensured diagnosing and
solving health conditions was a user-friendly
experience, that could be navigated quickly and
easily. The flat design and sans serif typeface
makes it easy for all age groups to digest.
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