Where: Wasserman
When: May 2025
I contributed to the content development for the official launch of the groundbreaking tech partnership between Microsoft and the Premier League. This initiative introduced a new, unified and intelligent digital platform designed to transform the experience for the league’s 1.8 billion global fans with cutting-edge AI.
My work involved translating a complex technical transformation into a compelling, fan-centric brand story.
I wrote the core narrative and editorial copy for the Microsoft Unlocked feature story, detailing how Microsoft's trusted cloud and AI technology (Azure, Copilot, etc.) is building the leading media, data, and AI platform in global sport. The copy explains how 30 seasons of data, 300,000 stories, and 9,000 videos are being turned into personalised, real-time content.
Read the feature: https://unlocked.microsoft.com/premier-league/
I also scripted the official announcement video, which positions the intelligent platform as the new home of the Premier League. The script focused on delivering a powerful, emotional message about uniting a scattered global passion into one seamless, personalised fan experience.
Watch the video: https://www.youtube.com/watch?v=-P35wAhOP6c&t=1s
Where: Havas CX Helia & in-house (client-side)
When: July-October 2024 & October 2024-May 2025
I spent 10 months with the team behind everyone’s favourite meerkat-loving price comparison website, working on everything from long-form articles that went the distance to snappy, engaging email newsletters that actually got opened.
Where: Haygarth
When: April-June 2021
Systane Complete, a new formula designed to provide relief for every major type of dry eye, is an ideal first-line treatment option for people who suffer from evaporative dry eye, aqueous tear deficient dry eye or mixed dry eye.
It uses intelligent moisture and lipid delivery to enhance delivery of the active ingredient across the surface of the eye and stabilise the tear film. Its advanced nano-droplet technology allows for fast-acting hydration, tear evaporation protection and long-lasting relief.
These ads were my first foray into script writing while working with Haygarth in 2021.
Where: eg+ worldwide
When: January-May 2022
LEGO x Horizon: Forbidden West brochure. Click the images to see a PDF version.
Where: Proximity Worldwide
When: March 2015-April 2016
You know that bit of writing on the inside of a Rizla packet that says ‘Keep rolling with the world’s number one’?
I wrote that.
Where: Antidote
When: March 2020 & May 2021
Here to blow apart the traditional world of bingo, we created Gloria – a sassy 21st century power-heroine who is here to show the nation how to ‘Bingo Like A Boss.’
We created a fully-integrated, cross channel campaign that featured a series of films showing how to boss the everyday whilst playing Gala Bingo at the same time.
Punchy, brassy, sassy. We created a brand new tone of voice that encouraged players to get their Gala on.
With breakout posts, videos to celebrate people’s birthdays and their Gala-versaries, plus radio, Gloria bossed Gala’s social channels across the board.
Finally, we oversaw a contemporary redesign of the Gala Bingo brand, taking it from bingo hall to digit-all.
Where: Table19
When: March-June 2018
Briefs were coming in from clients asking us to create campaigns that get customers to stay opted in, but inboxes were full to the brim with emails asking people to do just that. This gave us the perfect opportunity to do something that really stood out.
This Sky email focused fully on the FOMO factor. We created a hypothetical, next-generation remote and pretended to launch it, before revealing that although it doesn’t exist, if it did we wouldn’t be able to tell anyone about it.
We also produced a DM version for customers whose email addresses weren’t on the mailing list.
Where: STEEL London
When: July 2018-July 2019
1. Plume Adaptive Home Wi-Fi
2. TalkTalk Beat The Scammers
3. TalkTalk Broadband set-up
Click the image to explore each project.
Where: Receipt Bank/Dext (in-house)
When: July-November 2019 & October 2020
Receipt Bank (now called Dext) automates data extraction for accountants and bookkeepers with its cloud-based platform for uploading receipts and invoices.
It has more than 60,000 users across 300,000 small-to-medium businesses and 35,000 accountants and bookkeepers worldwide.
Where: RPM
When: October-November 2023
I contributed to the transformation of Diageo’s online support platform for businesses. Diageo One provides advice, critical insight, and tools that helps to supercharge businesses with its free to use marketing tools, training materials and 24/7 support.
Previously only available to the on-trade, we gave Diageo One a fresh new look and tone of voice to ensure the platform meets customer needs via desktop, mobile and app.
There’s a Smirnoff print ad thrown in at the end there too.
Where: Teamspirit
When: September-October 2021
In this white paper, our aim was to remind SME’s that customers of today don't have the patience for clunky transitions, sluggish sites, or unsecure services.
With trends shifting towards contactless and mobile payments, merchants and other clients will need software that helps them deliver exceptional customer experiences.
We wanted to let business know that by offering a payment solution through your software, you can set yourself apart from the competition.
And if you make it all the way to the end, there’s an infographic waiting for you at the bottom of the page. And who doesn’t love an infographic?
Where: STEEL London
When: July 2018-July 2019
Boost offers its customers hassle-free prepaid gas and electricity that doesn't tie you into a contract. Which is nice, isn’t it?
Where: Table19
When: March-June 2018
*Click the images to see a high res PDF*
The Challenge:
To get customers to do their big Christmas shop with Sainsbury’s, rather than a competitor in a time when people are shopping around more than ever.
We needed to engage customers to keep them shopping and swiping while they were being bombarded with loads of competitor offers.
The Solution:
We started by identifying customers who had previously saved up their Nectar points and spent them in-store at Christmas time. So rather than counting down to Christmas, Sainsbury’s customers were counting up!
The Result:
We were able to create highly personalised customer journeys across direct mail, email, digital and in-store.
Customer participation rate: 82%
Email open rate: 43%
Nectar Card redemption rate: 5%
Sales uplight on previous year: 7%
Where: Hi Mum! Said Dad
When: April-May 2021
Bestinvest gives people all they need to invest with confidence. We reinvented its proposition and brand to encourage more customers to master their money.
When people can ‘see’ their personal financial goals, they become better at moving towards them. Bestinvest wanted to tap into this, by helping more people understand the impact of today’s decisions on tomorrow.
It was essential that we respected the needs of the loyal customer base whilst creating a platform that would resonate with a new audience.
We designed a best-in-class user experience, to make sure that Bestinvest is always engaging and accessible. Click the gif to see some examples.
Where: Table19
When: March-June 2018
Unison is a San Francisco-based company that is pioneering a new way to fund home purchases. A market leader in home ownership investment, the company makes long-term investments in individual residential properties through two innovative programs: Unison HomeBuyer, which provides a portion of the down payment needed to purchase a home, and Unison HomeOwner, which allows current homeowners to tap into their home equity without interest or monthly payments.
This DM piece was distributed to prospective first time home buyers across the United States.
Click the images to see a high res version of the DM in full.
Where: Skew
When: February–March 2024
Ghostwritten article for design agency Skew on brand extension:
https://skewstudio.com/blog/what-is-brand-extension
Where: eg+ worldwide
When: January-May 2022
Want to see some DM work I did for Philips Sonicare? All you have to do is click the dancing toothbrush…
Where: MullenLowe
When: November 2020-February 2021
Where: Teamspirit
When: September-October 2021
Does reading about pension schemes drive you wild? Does copy about savings accounts make you feel all warm and fuzzy? Then stop reading this drivel and scroll down.
Where: Table 19
When: March-June 2018
Investec is an international specialist banking and asset management group. It provides a range of financial products and services — including Corporate & Institutional Banking, Private Banking, Wealth & Investment and Asset Management — to a client base in three principal markets: the UK and Europe, Southern Africa, and Asia-Pacific.
Click the zebra to see a PDF of some of my work.
Where: Teamspirit
When: November 2021
To mark the centenary of the First World War, the Royal British Legion asked us to say ‘Thank You’ to the generation of people who helped to shape our world as we know it today.
To make it easier to think of fun and inspiring ways to do that, we produced the Big And Little Ways To Say Thank You booklet, which was free to pick up at any Royal British Legion branch or download from the RBL website.
After purchasing Nectar from Aimia, Sainsbury’s rolled out a new trial version of the popular loyalty scheme in its Isle of Wight stores.
The trial allowed Sainsbury’s to reward customers for their loyalty while ensuring a more personalised shopping experience by rewarding customers based on how frequently they shop and how long they’ve been shopping – not just on how much they spend. The more loyal a customer was, the more value they got from the scheme.
Deliverables for this brief included web copy, email copy, app copy, direct mail and SMS. Click the image to see some examples.
Where: MullenLowe
When: November 2020-February 2021 & May 2021
When the government introduced new Covid-19 ‘lockdown’ rules in January, our challenge was to get the country to follow them.
A segmentation study by Kantar identified three key risk groups: Believe the risk (60%), unsure of the risk (20%) and disbelieve the risk (20%).
The data showed that those who believed the risk were far more likely to follow the rules, whereas those who didn’t believe the risk were far more likely to not follow the rules. We needed to make that risk real for those who were unsure or didn’t believe it.
Click on the gif to see my covid-19 response work for the NHS and HM Government.
