Hi Big Fish and thank you for clicking the link to find out more about me and my work. With an unorthodox career path, I’ve led creative departments both agency and client side to bring brand projects to life in beautiful and meaningful ways. The audiences has been diverse, the channels ever changing and the executions budget and time dependant; but the objective has always remained the same - convey a digestible brand message anchored in a universal truth and delivered in ways that's impactful for the brand and the business. Here is a selection of my work from years gone.

Being apart together -  Workplace from Meta found its footing when the pandemic hit. Whilst other work products focused on the what (functionality & efficiency). We understood the why (people & culture) - empathising with people at work became crucial for business success with the redefining of "the office". Created during lockdown with no storyboards. Just a simple script to convey our brand differentiation and a broad brief with a shot list to directors worldwide. Then fingers crossed we’d get back the right content to bring the script to life in the edit.

What we know about work - In a fast moving tech company like Meta, information overload can result in critical knowledge getting lost. The research team had valuable insights but found it difficult to cut through the noise and reach the many different product teams developing the features for Workplace. We produced a number of bitesize content pieces aimed at product designers and engineers to develop features that met real human needs. This was a project using the power of animation and entertainment to simplify research finding and humanise complex product thinking.

Make peace with your skin - Dove was launching a new line of products breaking into the therapeutics category. We needed to reach a notoriously guarded audience, individuals living with chronic skin conditions. Collaborating in a two-person swat team, I joined forces with a sharp brand strategist to uncover a powerful insight and deliver an emotional and honest brand platform allowing Dove to connect with a new audience through empathy and community.

Making your place of work, a great place to work - On the back of developing a brand positioning strategy for Workplace from Meta, we launched a brand campaign bringing the strategy to life. Leading with BELONGING in the world of Enterprise B2B SaaS as a point of differentiation. Because when people feel belonging at work = people feel better about their work = people do better work. Yes, that is better work that drives your business success.

Building creative departments - I’ve had the privilege to establishing two creative functions from scratch in client side environments during. These teams have been multidisciplinary, highly craft led and strategic. My primary role in leading this kind of work is always to set my teams up for success to do their best work through collaborative culture, empathetic mentorship, managing executive stakeholders for business buy-in that enables opportunities and evangelising their to the wider organisation to showcase their value to the business.

Promoting the metaverse - Blending entertainment with product features to level up the storytelling aspect when promoting a new tech. Moving into a new role at Meta I was tasked with defining how to tell engaging stories in an innovation space and communicate the tangible and real value of connecting in the metaverse to early adopters of VR.

FMCG branding and packaging - Creatively shaping the Irish challenger brand Strong Roots, my role was broad in scope leading on everything from tone of voice to seasonal campaign briefs to art directing food shoots and overseeing large scale packaging work streams. 

Stay off Karma's menu - Strong Roots is a vegan frozen food brand on a mission - to change the landscape of the category whilst taking care of the planet. With no brand strategy in place or a brand budget to speak of, we set out to produce this spot to run on Virgin Airlines. Armed only with a gut check on a shoestring.

The idea: Sustainable living is on everyone's mind. We’re all conscious of our choices and look for ways to reduce our individual climate footprint. With ⅕ of the average household's carbon footprint coming from food, looking at what you eat is a good place to start to keep your conscious clean. And to stay off Karma’s score sheet.

Defining the Deliveroo brand - Five years in existence and in the midst of hyper growth, there was an urgency to get the brand into a good place in order to support the business in achieving its ambitions. Leading on everything brand and creative, my key responsibilities was to set a creative vision for the brand including developing a creative strategy, launching a brand campaign and establish a differentiated, vibrant and inclusive brand world that expressed 'the joy of eating'. All whilst building the internal creative function from scratch.

Creating a hyper reactive social campaign - Deliveroo needed to be present during the FIFA World Cup without feeling category generic. The 'hunger games' campaign reacted in real time with entertaining and relevant content during each game.

Creating cut through in a saturated market - When Deliveroo first launched they had a unique and differenated offering - delivering restaurant quality food. 'Eat more amazing' brought this to life in their first ever brand campaign.

Thank you for scrolling all the way here.

A comprehensive selection of my commercial work can be found on my landing page.

Mum and sister. Swedish summer. Stockholm.

Capturing fleeting moments - where my commercial work is polished and aims to understand and surface human needs in the context of selling a product or a service; my personal work naturally lends itself to observing human relationships. My visual style is more raw and unedited here. It's not technical. What you see if what I clicked, in most cases using simple tools like an iPhone or a point & click 35mm camera. Or a malfunctioning SLR.  My dream is to bring some of this authenticity into my commercial work. Maybe someday I'll be in a position to combine my experience of working directly with brands and my knowhow of what draws people in to craft work that is effective, evokes curiosity and commands attention.

Sister. Jusha Tree. California.

Nina. Flea Market. New York City.

Jade and Daniel. New Years Eve. Los Angeles.

Debauchery. The Standard. New York City.

Barrie. Post pizza touch up. New York City.

Mum and sister. Swedish archipelago, Stockholm.

Sister. Moving day. Stockholm.