SELECTED work

Vixa | connected car tECH

Car tech has evolved since The AA was founded over a century ago. AA-X is the innovation arm of the company, where we developed Vixa – designed to tap into connected car tech and help drivers understand and maintain their vehicles.

Joining with a designer as a two-person creative studio, I created Vixa’s value proposition and tone of voice, and shaped messaging for experiences across every major touchpoint.

Highlights

  • Created Vixa's value proposition, tone of voice, and messaging framework

  • Concepted and wrote onboarding and conversion journeys

  • Wrote acquisition pieces, from paid search to social posts

  • Created multi-channel CRM across email, push, direct mail and in-app messaging

  • Developed a Year in Review experience, turning connected car data into personalised stories

  • Built editorial content for SEO and AEO

SKODA | entertaining social moments

The brief: Scroll-stopping (but low-budget), trending (but accessible), premium (but not too premium) organic posts for Škoda’s TikTok and Instagram accounts.

Škoda has a great reputation for offbeat ads – concepting and writing organic social posts that stayed true to their energy while expressing the elevated feel of their newer EVs was a fun challenge.

BORN | B2B Virtual Reality

In true startup spirit, I did a lot of different types of content work for Born as they made a name in the B2B virtual reality software space.

I helped establish the company’s voice and developed a content and social strategy. Daily content included writing website copy, working on video concepts and scripts, developing pitch decks, evolving UX journeys within VR, writing thought leadership pieces, and writing the weekly newsletter.

VIRGIN MEDIA O2 | Finding One Voice

I joined Virgin Media shortly before its merger with O2, giving me the opportunity to work on campaigns for two iconic brands while helping shape communications for the new Virgin Media O2 brand.

Projects ranged from internal and external rebranding through to campaigns supporting Concerts for Carers, using music to celebrate and care for NHS and care workers.


Highlights

  • Van rebrand

  • BAFTAs copy

  • Concerts for Carers

ERICSSON | future of connectivity

For Ericsson's return to Mobile World Congress after the pandemic, we created a 1,000m² immersive experience conveying their vision for the future of connectivity.

A fully scripted digital host guided visitors through six multi-layered environments housing live-action content, CGI, robotics, synchronised lighting, custom 3D-printed products and even scents. 

I created a single interconnected narrative about life in 2030, with a script for the digital host and storyboarding the walk through the rooms.

ford | aN eLECTRIC sHOWCASE

The iconic Mustang – but fully electric. Using the launch of the Mustang Mach-E as a springboard, Ford created an experience to demystify electric vehicles.

We created the Go Electric roadshow, unveiling the new Mustang in Marble Arch then touring the UK and Europe. I developed all the content for the immersive space, and the highly successful experiences are still in use.

heineken | Kanpai in tokyo

Kanpai! It means cheers in Japanese, and was our central concept for Heineken as sponsors of the Rugby World Cup in Tokyo.

Building an experience around the essence of Kanpai, everything I wrote – from a guide to the city to custom beer labels for the event – blended rugby and Japanese culture. We created memorable experiences for guests, including events, tours of Tokyo, and of course plenty of opportunities to Kanpai with a Heineken.

EY | mAKING tRANSFORMATION hUMAN

Digital evolution in a quickly evolving landscape is a daunting prospect for many businesses.

Our ad concepts helped EY communicate digital transformation in an optimistic and approachable way, underpinned by humanity and an inspiring vision of the future.

ARRIVAL | revolutionary electric vehicles

A lot of tech companies are ‘revolutionary’, but Arrival proposed a new manufacturing model that was genuinely radical. Rather than ordering from a gigafactory and shipping across the world, Arrival allowed a city to ‘microfacture’ their own electric vehicles: self-sufficiency and environmental soundness within an urban ecosystem.

I worked as Content Lead as we went through the IPO, and defined messaging for launches and campaigns.


Highlights

  • Launch communications for Arrival's IPO announced via a Piccadilly Circus takeover. It was a record float: the biggest ever for a UK company, valued at $13bn

  • Product storytelling across van, bus and car launches

  • Collaborations and campaigns, such as Balenciaga and a bus feature in a game

  • Website content

  • In-vehicle and in-app UX content and research

  • Sustainability communications and strategy

  • Internal communications and thought leadership

John Lewis | Britain’s most-loved brand

I returned to John Lewis contracts over the course of a decade for the creative variety. Each time taught me about how a brand stays consistently strong across decades, with millions of customer interactions and on multiple platforms.

I wrote national and seasonal campaigns, editorial, CRM, packaging, UX research and content, content calendars and content strategy, digital content, social campaigns and emails.

Highlights

  • Christmas campaigns, including The Bear and The Hare, Monty the Penguin, and The Man on the Moon with adam&eveDDB

  • National Treasures summer campaign featuring art by Paul Thurlby

  • The Sleep Room

  • Beauty Box launches in collaboration with Hannah Martin, Dior

  • Interviews with Madeleine, Tom Raffield

DEPOP | Growing A Global Community

I worked with Depop during a period of rapid international growth. Beginning with Depop Space x Selfridges, we planned parties, customisation workshops, designer talks, and community storytelling in the London institution.

The space redefined luxury, bringing custom resale pieces into the prestige of Selfridges, and evolving Depop beyond a cult platform to become a globally recognised one. After the campaign, I developed CRM, editorial, UX and product content supporting millions of buyers and sellers across the platform.


Highlights

  • Depop Space x Selfridges campaign, during which time Depop jumped from 8 million to 13m registered users

  • Ralph Lauren reseller campaign

  • Designer interviews

FARFETCH | Engaging Luxury Experiences

My work at Farfetch evolved from launching the global loyalty programme, Farfetch Access, to editorial for runway events, high-touch luxury experiences, CRM, and UX.

Highlights

  • Wrote across all areas for launch of Farfetch Access loyalty programme

  • Global copy lead during the IPO

  • Private Client experiences, VIP events, and CRM 

  • UX and product content

  • Editorial campaigns for luxury brands

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