Writing

How do you relaunch a museum that has been closed for four years, to an audience who has an increasing disconnect and scepticism towards their reason for being? Our pitch winning idea was "Open To Question", a series of posters that provoked our audience to think, speaking in a modern, attention grabbing tone. We showed that NAM was a lot less guns and foreign conflict and a lot more close to home.

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Sock of a Kind are a small company doing good things for good feet. A media company approached them to offer them a poster site as a result, only, they have never made an ad before in their short brand's life. I came up with a platform that speaks to their bright african inspired patterns, and oversaw the art direction and execution of their first ever ad.

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Magic Rock were a scattergun brand in a packed category. They desperately needed an organising idea to explain their massive range of beers, which went from your standard lager to strong, dessert inspired stouts. We pitched "Makes Sense When Drunk", a platform that encourages the imaginations of the brewers, showing that really, it's what's inside that counts. A poster campaign launched the new brand platform that other breweries are too big to pull off, with adverts on the ceilings of pubs that could only be read when you drink, proving that it all makes sense, when drunk.

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We were briefed by IKEA to create a Christmas radio campaign. We tapped into an insight that we've all had when entertaining guests at the festive season: wheeling out the camping chair from the shed, serving champagne in a mug. It's a nightmare, which is exactly how we presented this award winning spot. Because we thought it was quite good, we entered it for an award. Little did we know you normally ask for the agency's permission before doing that. Sadly, we won the award, and one frosty December morning our ECDs were shocked to open their fresh Campaign magazine and discover our ugly mugs staring back at them. Luckily we didn't get fired. But we did get ribbed about it when they were drunk.

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Dulux Trade was in a dead boring category making dead boring ads. We wanted to change that, creating a super simple style to highlight some of the great benefits of their paints.

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