McVities
Adding a healthy dose of 'squee' to a whole product range
The McVities Sweeet™ masterbrand - developed by Grey London - was a collective of cute animals bursting from packs of biscuits to evoke the feeling of opening a packet or biscuits. I took this above-the-line concept and evolved it into an integrated campaign. This involved a suite of innovative interactive digital ads, a brand new responsive website, and a range of shareable digital delights such as web browser mouse-pointer plugins and personalised videos to send to friends via social channels.
Premier Inn
Leading design and creative at the UK's largest hospitality brand
Over the course of 5 years at Premier Inn, I crossed the path of pretty much every design and creative challenge going.
I lead the complete overhaul of all digital channels from responsive websites to mobile apps to kiosks and interactive TV.
I oversaw a refresh of the entire brand from first click through to checkout. I built a 12-strong internal team and consulted on everything from doorhandles to door drops. I even got to transform an airport terminal footbridge into a 150m long immersive brand experience.
Takeover of Time Out magazine to launch bespoke TO guides for Premier Inn sites
Integrated campaign across web, social, PR, eCRM and in-site to support TV brand campaign
Converting a 100m long raised walkway at Heathrow T4 into a brand experience using coloured vinyl film
Takeover of Time Out magazine to launch bespoke TO guides for Premier Inn sites
HSBC
Demystifying doing business with the world's new No.1 currency
To mark China's Renminbi becoming the world's most traded currency, I led the creation of an integrated campaign for HSBC. The aim was to distribute the huge wealth of insight on trading in Renminbi that HSBC held in more engaging and effective ways. The campaign incorporated everything from digital out-of-home, interactive banner ads, and video-rich digital platforms, to internal comms and live data displays.
Nokia
Taking the world to dark places to discover a new satnav product
Despite being one of the world’s leading tech brands at the time, Nokia had very little stock in the satnav arena. So they really needed to break the mould to successfully launch the Nokia 500.
I collaborated with ad agency Fallon to create 'The Black Box' interactive experience. At its heart was a dark, David Fincher-esque film filled with riddles which participants had to solve to unlock the next scene. As a campaign, it was truly groundbreaking for the sat nav market but equally for Nokia as a brand.
