Creative Director, Writer, Private Chef to a sausage dog and two human children, and a fan of the kind of work that wins a Sports Grand Prix at Cannes (which, incidentally, happened).
About me
I’m a Creative Director and Copywriter with 15+ years of experience with trying to get ideas made in the wild world of advertising.
I’ve led teams on Nike Women at R/GA (picked up a Sports Grand Prix for NikeSync, no biggie), Adidas at Iris, and most recently headed up creative at Sid Lee Sport for Tommy Hilfiger and the UEFA Champions League.
My sweet spot? Sports marketing. I’m all about big, bold ideas that actually land; stories that travel across platforms and get people talking (in a good way).
(‘12 - ‘25)
My Work
Sid Lee Sport – Creative Lead: I’ve been top of the creative food chain at Sid Lee London during their relaunch as Sid Lee Sport. Over the past 18 months, I’ve led and won pitches for Tommy Hilfiger, UEFA, Lidl and many more. As a team of committed sport and sponsorship pros, we’ve crafted and promoted an amazing company positioning as a fame-making agency for brands in sport.
Iris – Adidas: I was Creative Director at Iris, leading the Adidas account and a large, wonderful team of Adi enthusiasts. The challenge was to grow the account in a challenging market. We launched multiple workstreams for Terrex (Adidas’s outdoor adventure brand), leading with large platform ideas that showed up across the consumer funnel. And we tirelessly concepted and pitched ground breaking proactive ways to break into different categories within the Adi brand. The Adidas account has now grown at Iris, most excitingly to include Running; a monumental arm (or should I say leg) of the Adi brand.
RGA: I was creative lead on the Nike Women’s Account for 5 years. I grew Nike Womens from adhoc briefs, to us being the go to partner for multiple clients in the women’s marketing org. We became the owners of several high profile franchises/concepts for Nike Women’s locally and globally.
Me and my team created NikeSync: A workout programme for people with periods, and I concepted two of Nike’s biggest franchises: NAQs and Bra By. But by far the thing I’m proudest of with the NikeWomen’s work is our team. It was the most nourishing, positive, toxic-free working environment I’ve ever worked in and I’m so proud of the way we worked together, lifted each other up and created beautiful work while we were at it.
Leo Burnett: I worked on McDonald’s for two years, creating big seasonal TV Ads for two of their biggest moments: Great Tastes of the World and Great Tastes of America.
*I can keep going, mentioning stints at AKQA, Analog Folk, Grey, Holler to name a few. But the top ones cover the last 8 years.
Tommy Hilfiger x F1 The Movie
Making Tommy’s sponsorship of F1 The Movie famous
I was Creative Lead on this project. We won the gruelling pitching process, then flew to Johannesburg to shoot Damson Idris on a fake F1 paddock walk for motion, stills and 3D anamorphic.
Off Pitch: UEFA Champions League
A football and music show that puts the Champions League to a beat
I was Creative Lead on this project. Our pretty crazy pitch idea was to create a football show with a live band - and that’s exactly what we made!
NikeSync
The training programme for people with periods
(I was Creative Director on this project. Helping to push the idea proactively to Nike, exploring the science, obsessing the language in such a sensitive area, creating the Vis ID and executing the workout programme across the Nike ecosystem, alongside an excellent team)
Never Asked Questions
Taboo busting your body
(I was Creative Director, lead creative and lead copywriter on this project. We concepted the franchise, sourced illustrators, researched the topics, scripted the entire series, edited and animated for social, and continued it for multiple series.
Terrex:
United By Summits
Helping adventurers discover their summit.
(I was Creative Director on this project as we created Season 2 of the brand’s hero film that aimed to democratise the outdoors)
Nike: Bra By…
The digital zine that unites the sisterhood through the boss of the kitbag.
(I was Creative Director, conceptor, lead copywriter and editor of this project. I also worked side by side with our amazing Design Director to create the Vis ID of every issue. It’s my baby and one of the workstreams I am proudest of, purely for how extensively my skillset (and that of a wonderful, but very small team) brought the entire thing to life.
Nike(M)
Editorial engine for the world’s toughest athletes
(I was Creative Director and lead copywriter on this project. I researched the topics that needed covering, uncovered the science and facts, and crafted the editorial that went across Nike’s social and digital ecosystem.
Nike X Gurls Talk
The Gurls Talk Podcast
(I concepted this partnership as one of the first podcasts of its kind back in 2018, when sponsored podcasts weren’t really a thing. I concepted the structure, content and sting of the podcast, then scripted all episodes, suggested guests based on the audience and oversaw every edit.
McDonalds: Great Tastes of America
Go all out with tastes that will bring out the American in you
(We concepted the big idea, wrote the scripts, created the ads, crafted the edit and created all digital and social executions.
*Mcdonald’s loved this idea so much that the concept was continued for the following years)
McDonalds: Great Tastes of America
Go all out with tastes that will bring out the American in you
(We concepted the big idea, wrote the scripts, created the ads, crafted the edit and created all digital and social executions.
*Mcdonald’s loved this idea so much that the concept was continued for the following years)
McDonalds: Great Tastes of America
Go all out with tastes that will bring out the American in you.
(We concepted the big idea, wrote the scripts, created the ads, crafted the edit and created all digital and social executions.
*Mcdonald’s loved this idea so much that the concept was continued for the following years)
McDonalds: Great Tastes of America
Go all out with tastes that will bring out the American in you.
(We concepted the big idea, wrote the scripts, created the ads, crafted the edit and created all digital and social executions
*Mcdonald’s loved this idea so much that the concept was continued for the following years)
McDonalds: Great Tastes Of The World
When it comes to experiencing other countries, “Sometimes A Taste Is All You Need”.
(We concepted the big idea, wrote the scripts, created the ads, crafted the edit and created all digital and social executions. *Mcdonald’s loved this idea so much that the concept was continued for the following years)