A brand’s story can generate loyalty and desire beyond the tangible value of its goods or services.
I create narratives that connect brands and their products to cultural currents and consumer identities, and help businesses find and use the truth of what they actually do.
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Creating a mythology of characters, worlds and radical idealism to position a luxury water bottle as a Gen Z status symbol and build a brand described by Gear Patrol as ‘ridiculous’, ‘kind of brilliant’ and ‘so wildly self aware it’s almost performance art.’
Repositioning stem cell skincare from cold clinical science to the empowering "wisdom of the body", aligning with the conscious wellness movement and creating what Cassandra Grey called "the most successful new-to-market launch of all time."
Creating an underdog narrative for a 5th-tier US soccer club that won global press, an adidas partnership and a place in FIFA21 – and scaling it into a global communities platform for adidas Football
Connecting product benefit to founder truth and solving the celebrity-dependence problem with a dual-persona brand architecture.
Creative platform | Premium supplements
For the Committed
Theralogix | Supplements taken seriously
Exploding a paid media headline brief into a new brand platform opportunity and developing a new positioning, winning leadership buy-in, and delivering the brand's first work under the new organizing thought.
More work
I also do Ads and ad-like things, including:
In-house creative for Liquid I.V., (America’s #1 hydration brand) and Meta Reality Labs (Quest and Portal brands). Concept and development of My Sunrise: A meditative UGC content format for Headspace. Safely the documentary (a comedy not a documentary) for Safely, Kris Jenner & Chrissie Teigen’s cleaning brand. 27 Days for Augustinus Bader (a documentary not a comedy). A docu case study about social good for Google (the Internet searching people). Brand revival for De Beers (the diamonds people). Essential Beauty tagline system for Summer Fridays . Main campaign idea ‘We chime as one’ for Gucci Chime 10th anniversary. Be Seen brand story for Ace Harper’ with fragmented fiction narrative to dramatise her ‘Little Miracles’ debut collection. Free to Be platform for Zalando, fashion liberators for the masses. In Hobbs She Trusts, enduring North Star story for stalwart British fashion brand Hobbs. A fashion editorial platform for Skype. An arts and culture editorial platform for Gillian Anderson. A story about handcraft for The Balvenie single malt whiskey and a story about legacy for Bowmore. Luxury skincare stories for Auteur (about the art of living maximally), Iräye (about purity) and Gezeiten (about human evolution). Competition entry about live animal sacrifice for Everton F.C. and Christopher Ward watches (Didn’t win). OOH for BBC3’s Let’s Go There campaign, launching the UK’s first online-only linear TV. Girl Effect Live, a one-day multi-arts festival to launch Nike’s Girl Effect charity in the UK. Everything you Like, More You’ll Love launch campaign for Spotify Daily Mixes with Koto. Legends in your Living Room for Cameo Live (also with Koto).
Safely The Documentary E1
Short form mockumentary comedy for the launch of Kris Jenner and Chrissie Teigen’s homecare brand, Safely. Role: CD. Agency: Sunshine, JASH
Safely The Documentary E2
Surviving episode of ‘My Sunrise’ for Headspace’s in-app morning magazine format, The Wake Up
Copy ads for The Balvenie ‘Love made real’ campaign about hand crafted whisky (unmade)
Smart/smart/silly OOH for the launch of online-only, youth oriented BBC3 TV (plus a 24 hr animated billboard at Piccadilly Circus for the same campaign)
Internal film retrofitting meaning to Bowmore’s ‘Time, Savoured’ positioning.
“There’s a new big one, so the old big one is now the new small one, at the same price as the old small one… in a headline”
Brand story for Gezeiten about futuristic luxury skincare in symbiosis with human evolution.
‘Reconnecting with the world that made us, for the challenges of the world we’re building’
Brand narrative for Auteur about the ongoing and imperfect art of living and learning, damage and repair
Cinema and out of home advertising for the launch of Zalando Beauty, their first campaign under the Free To Be positioning we created for them.
Hidden Beauty Uncovered: Hidden camera spot exploring unique and individual beauty rituals
