I am a writer and creative person who believes in snappy strategic ideas, brought to life beautifully with collaboration and craft. Right now I am Associate Creative Director at Media.Monks London, working in a multidisciplinary team that helps Google solve business problems across Europe. Previously I have chewed pencils and tweaked decks at Google Brand Studio, R/GA, AKQA, BBH, B-Reel and TBWA\media arts lab, to name a few. I’ve been fortunate enough to work and live in London, Amsterdam, Berlin, Tokyo, and Shanghai (so far). When I’m not working you’ll usually find me cycling, snowboarding, hiking, or otherwise trying to escape the internet.

That’s me ☝️

And here’s some of my work 👇

Nike – Run Track

Nike: “Our new Nike Free barefoot running shoe lets you feel your run on a whole new level. Help us communicate that to Japan.”

Us: “You can ‘feel your run’ physically. But you can feel it emotionally, too. So here is a new campaign that takes your actual Nike+ run data like pace, weather, and time of day – and turns it into a personalised piece of music.”

This project became Nike Japan’s most successful social campaign to date. I penned the English copy and worked on the concept with the wider team.

Campaign elements: App • Website • Social

PayPal – World’s Fastest Intern

PayPal: “We have invented the world’s fastest money transfer service. It’s called Xoom. Can you help us launch it?”

Us: “The world’s fastest money transfer service. Neat. Here is a campaign that imagines the world’s fastest man has joined your company as an intern – and invented it himself on his very first day.”

This film became PayPal’s best-performing piece of comms.

Campaign elements: Hero film • Teasers & cutdowns • Social posts & GIFs

OMEN – Esports Report

OMEN by HP: “We make seriously good gaming PCs. But they are losing out to ‘cooler’ competitors in the market.”

Us: “This is all about credibility. We need to establish you as a serious player in the esports world by going where the players already are. So here is the world’s first esports magazine show – think Top Gear, but for esports. Oh, and it’s going to be broadcast live and streamed on Twitch, with each of the six episodes in the series giving viewers the inside scoop on the latest tournaments, industry news, and insight into the strategies the pros employ across the globe.”

Side note: the show incorporated a whole bunch of special mini-features, a couple of which you can view here. For the full list, head over to the OMEN by HP YouTube page.

Campaign elements: Live-broadcast show • Mini documentaries
• Social cutdowns and teasers

Google – Expeditions

Google: “We want to build a resource that will help schoolteachers in Germany teach about sustainability in their classrooms.”

Us: “Research shows that when kids experience things first hand, they remember them better. So here is a VR experience that brings them up close and personal with the awe-inspiring size and scale of an offshore wind farm and lets them learn all about the magic of renewable energy.”

Campaign elements: Launch film • VR Experience • Educational materials

Google – Science Fair

Google: “We want to make a launch film for Google Science Fair, our yearly school science competition – but we’re finding it hard to get young people hyped about science.”

Us: “Research shows that students actually do like science, but not the way it's taught at school. And, sadly, that they basically check out when they encounter failure.

“So here is a launch film that, instead of bowing down to the genius of scientists or their inventions, celebrates the process of having ideas – warts and all. It’s lo-fi, DIY, and imperfect. Just like the scientific process itself.”

Campaign elements: Launch film • Microsite • Social

Google – Future Classrooms

Google: “We are providing educational technology to classrooms across the developing world. How do we get people to care?”

Us: “We know that limited access to technology holds many kids in developing countries back – even compared to more affluent children from the same country. So here is a film about a school in Visakhapatnam, India, where teachers are using Chromebooks and G Suite to level the educational playing field.”

Side note, I co-directed this film (my first time) with its producer, Angelica Riccardi.

Campaign elements: Hero film

Audi – Firsts

Audi: “We have an interesting business problem in China. As the first non-Chinese auto manufacturer allowed to operate in the country back in 1988, we have become intrinsically associated with the Chinese Communist Party. Not the coolest look for the brand. Can you help us appeal to a younger audience?”

Us: “There’s a new generation of insanely smart, driven, young people in China who are achieving ‘firsts’ and who embody everything you (want to) stand for. How about we let them do the talking instead? Here is a series of films in which a racing driver, a sci-fi author, and a table tennis player tell their stories, describe their ‘firsts’ – and outline a more progressive set of values for Audi.”

Campaign elements: Video content