A strategic creative with experience in marketing, experiential, integrated campaigns and creative strategy. Right now, you can find me working at It's Nice That as their
Creative Lead.
A strategic creative with experience in marketing, experiential, integrated campaigns and creative strategy. Right now, you can find me working at It's Nice That as their
Creative Lead.
In summer 2024, myself and the team at It’s Nice That joined palms with The LEGO® Group to bring you Inner Piece - a serene space to find your happy place. Here you could switch off and get hands-on with our meditative flower-making workshop, add your LEGO® creations into our Inner Piece Dreamscape, or visualise your own Happy Place in our LEGO® printing sessions, hosted by printmaker Laurie Avon.
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Scottish Twitter has been described as the funniest place on the internet. It's real people's unfiltered and hilarious observations about daily life, in true Scottish dialect. So where better to celebrate these keyboard comedians than at the Edinburgh Fringe, one of the world's largest comedy festivals. The Fringe audience was in Scotland but missing out on authentic Scottish comedy. We fixed this with Visit #ScottishTwitter: an affectionate parody of every visitor centre you’ve ever traipsed round, celebrating over a hundred Tweets from Scotland’s greatest keyboard comedians.
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Twitter's football audience is absolutely huge. In fact, football is the most talked about topic on the platform - driving the majority of Twitter's conversation in the UK. With the continued rise of women's football we knew that the chat about the Women's World Cup was about to explode, so we got ahead of the game. To do so we brought in the documentary duo 2doors, and with the help of some very important Tweeters, we created a short content series about some of the most influential female voices making moves in the football world.
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Panini's target audience is boys aged 6-12 who are obsessed with football. They live on TikTok and Snapchat and love competing with their mates in the playground and on their way to and from school. To reach our audience we positioned Panini trading cards as a social hobby - showing the fun (and kudos) that swapping with mates can bring. We devised a proposition and creative platform for Panini's latest campaign - Panini can make you feel like the greatest swapper of all time. Then we brought our GOAT to life in this social video.
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Not enough people associate Amazon Prime video with Premier League fixtures, however Prime Video was showing more Premier League matches than anywhere else during 2023’s festive period. Featuring England captain, Harry Kane, we created a memorable Christmas story that captured the attention of football fans and told current and potential subscribers that Prime Video was delivering the very best football over Christmas.
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In 2021, Twitter didn’t suffer from a lack of brand awareness but it did suffer with indifference when it came to brand sentiment. We developed a creative strategy that put Twitter’s tight communities at it’s heart a plan to make our most prolific Tweeters ‘love us loud’.
With insights into the specific conversations that best express Twitter, we proposed to highlight key Tweeters in those communities in truly authentic ways. Our rule: every campaign from Twitter should feature Tweeter’s and give a true and genuine insight into the community, from the community's perspective. It should come from them not Twitter. We first tested our proof of concept with the community #GrimeTwitter before rolling it out across our consumer marketing plans.
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Football chat on Twitter is in a different league. It was my job to remind people of that, so when Tweeters dubbed Fulham boss Scott Parker’s post-match interviews onto The Streets greatest hits, we dubbed them our ‘Meme of the Season’ and made it our mission to ensure every Fulham fan had seen this comedy gold. In a Twitter first we transformed Tweets straight into playful TVC’s to play on SkySports before Fulham games.
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To mark the ten year anniversary of the Twitter hashtag we introduced 'The Culture Sculpture' to Twitter’s HQ. Cubic sculptures that celebrate the very best hashtags on Twitter. Filled with a collage of light hearted, abstract elements, each sculpture includes references from iconic moments on Twitter. We created hashtags for #ComedyTwitter, #GrimeTwitter, #SpaceTwitter and #ScottishTwitter.
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Every Valentine’s Day the pressure’s on to up our dating game. But the funniest, most honest dating conversations don’t happen on February the 14th. They happen every day, on Twitter. People come to Twitter to talk about what they really think about love and dating; the good, the bad and the painfully awkward. So, as the unrealistic expectations of Valentine’s Day loomed we had the perfect antidote in mind: The Dating Twitter Advice Bureau and an out of home media blitz.
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There’s always a risk that people forget how funny the chat is on Twitter. Our aim was to remind people that Twitter is home to the funniest football accounts on the internet. Accounts like Steve Bruce at weddings - an account dedicated to Photoshopping Steve Bruce into other people's wedding photos. So to celebrate the start of wedding season – and the ingenuity of the Twitter community – We asked Steve Bruce to give his blessing to an online shop showcasing a range of entirely non-essential Steve Bruce-themed wedding accessories. Bruce said “I do.” And the rest is history.
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