Work
These are some projects I have worked on over the last 20 years.
Please get in touch if you'd to know more, or discuss how I can support you.
Siemens | Art of Intelligence
To promote the capabilities of Siemens Digital Service, we turned data into art. We collaborated with award-winning digital media artist, Refik Anadol, to create a digital sculpture based on data sets gathered from train sensors. This gave the public a new, tangible experience of the data that moves them.
-
Video
-
Print
-
Web content
Bayer | Let's Talk About It
An awareness campaign that ‘busts’ common breast cancer myths and educates the public about risk factors and screening methods. It empowers women with the facts they need to have informed conversations with their healthcare providers and each other.
​
-
Concept & key messaging
-
Website
-
Social media
-
Influencer guidelines
​
Pampers | love, sleep & play
While lead copywriter on the Pampers global account, we launched a new brand positioning: "love, sleep & play". As well as defining and developing the new tone of voice, I was responsible for rejuvenating many of the supporting assets, from newsletters to direct mail magazines, to reflect the more inclusive, conversational approach that the brand adopted.
​
-
Tone of voice
-
Magazine editorial plan + content
-
Direct mail
IKEA | IKEA Business Network
IKEA Business Network is like IKEA Family, but for all kinds businesses, from cafes to corporations. To give this lesser known offering from the IKEAverse its own distinct presence instore and online, we developed a thorough set of global brand guidelines and messaging principles.
​
-
Brand guidelines
-
Messaging toolkit
-
Website copybook
Siemens | MyGrowth
​Copy Direction for Siemens’ internal learning and development program. We promote various initiatives, events and courses, inspiring employees to take control of their growth journey and embrace life-long learning.
​
-
Brand guidelines
-
Internal social content
-
Videos
-
Event communication
BASF | The Scenic Route
While electric cars are better for the environment, their relatively short range feels limiting. To make e-mobility a more viable option, BASF develops lightweight materials that allow electric cars to drive further on the same amount of energy. We created an emotive film, using imagery from travel iPhonographer, Kevin Russ, that taps into the freedom and possibility that a cleaner, less restrictive drive can offer.
​
-
Video
-
Social challenge
-
Web content
Guinness | Tornado
Guinness has a 250 year old secret brewing process. To play into this mystery while touching on the product attributes (dark, strong, natural ingredients, etc.), we developed a TVC about a group of wranglers harnessing the power of nature to create Guinness.
This is the first time that a campaign for a West African market has spread internationally - to Ireland, Asia and the Caribbean.
-
TV (The international version is here)
-
Billboard / banners
Siemens | Gotthard Base Tunnel
The Gotthard Base Tunnel is the longest railway tunnel in the world. To make it safe for passenger travel, a cutting edge safety system from Siemens Mobility was installed throughout the tunnel. To tell this impressive story, we used the perspective of someone who wasn't so impressed: Little Leon, who seeks adventure and excitement in the depths of the Alps but is ultimately bored by the safe, smooth ride. ​
-
Video
-
Web content