Hi 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 and campaign briefs 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. The work allowed Dove to connect with a new audience through empathy and authenticity by engaging with a grassroots influencer community. The campaign playbook included everything from PR activations to content ideas, wearable tech and brand ambassador activities.

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. And that’s the bottom line.

Building creative departments - I’ve had the privilege to establishing two creative functions from scratch in client side environments. The teams have been multidisciplinary, highly strategic and always craft focused. My primary role in leading this kind of brief has been setting my teams up for success to do their best work through the collaborative culture, empathetic mentorship and hands-on creative leadership. I worked to achieve senior stakeholder buy-in by showcasing the teams value to business success and through evangelised their efforts to XFN teams, gained respect and opened up collaboration opportunities for wider impact. All in a days work ;)

Promoting the metaverse - Moving into a new role at Meta I was tasked with defining how we tell engaging stories in an innovation space. We needed to communicate the tangible and real value of connecting in the metaverse to early adopters of VR.  I pushed the team to move away from the standard features led product demo to lead with entertainment as the hook and communicate product benefits through storytelling - breaking free from the shackles of your standard "new tech promo". 

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, overseeing large scale packaging work streams and leading pitch processes. Working only with external agencies, this was a different experience as a Creative Director shaping the direction of a brand through "external teams". 

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 menu.

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 and support the business in achieving its ambitions. Leading on everything brand and creative, one of my key responsibilities was to set a creative vision for the brand including developing a creative strategy to launch a brand campaign on and establish a differentiated brand world.

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

Cutting 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.

Taking a global brand local - Spain needed to educate their market on the functional element of food delivery service whilst still feeling Deliveroo - premium and playful. 

Launching a new product - Strong Roots was expanding their product portfolio with a new range of snackable goodness. The campaign needed to do two things, raise brand awareness and educate on the product being a healthier alternative to snacking.

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