Introduction
Creative specialisms
I’m a versatile creative, able to turn my hand to a wide range of briefs and challenges. Over the years, I’ve nurtured a number of specialisms in which I’ve invested considerable time.
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Introduction
Healthcare creative and copywriting
Healthcare marketing and advertising have a reputation for challenging and restrictive requirements, and creatives often avoid healthcare projects for this reason. But within those restrictions lies the real challenge for creatives. Creating engaging and inspiring work that also meets strict rules for honest, verifiable claims is not easy, but the rewards are worth the effort. Working with healthcare clients who are making a real difference to the everyday lives of patients is heartening and satisfying.
Since 2018, I have worked closely with Smith+Nephew as a freelance Creative Director for their Advanced Wound Care creative team. Over the years, I’ve been involved in almost every part of their creative output, from developing global launch campaigns to scripting inspirational all-hands meeting videos, developing product range messaging systems to modelling assessment and diagnosis pathways for clinicians.
Work for other clients over the years includes internal-facing comms projects for global pharmaceutical companies such as Pfizer and Takeda, and helping with the launches of GlaxoSmithKline FMCG products, Corsodyl and Flixonase. I also first worked with Smith+Nephew in 2012 at the specialist healthcare agency Woolley Pau, helping develop launch materials for the original PICO System.
Healthcare clients
Smith+Nephew
— 2018 to present
Internal agency for Advanced Wound Management, including all product ranges and corporate brand comms (confidential)
Pfizer UK
— 2018
Internal comms (confidential)
Boston Consulting Group
— 2015 to 2018
Healthcare and pharmaceutical clients (confidential)
Takeda Pharmaceuticals
— 2010 to 2016
Internal comms (confidential)
Smith+Nephew
— 2012
Original PICO System launch
GlaxoSmithKline
— 2002 to 2009
Corsodyl and Flixonase launches
Introduction
Scamps and visualisation
I’ve always sketched when thinking and creating, something I’ve done since my early days of art college. Of course, methods and techniques change constantly, and so even though I’m very happy to grab a Sharpie and a layout pad, I’m usually found with my iPad Pro and Pencil these days, sketching concepts and storyboards in Procreate. Digital illustration has opened new possibilities for me, and the benefits to clients are clear as well. I can quickly scamp, add colour and texture, and share within minutes, giving my clients an almost-instant idea of what I’m thinking.
Introduction
Planning shoots and working with photographers
Over the years, I’ve organised and directed numerous shoots for major clients such as Unilever, P&G, Smith+Nephew, Nestlé, Tesco, Logitech, and Cineworld, across their many product lines and brands. I’ve worked with outstanding photographers on many varied projects, from luxury aircraft to cat food, organic meal ideas to fabric softener, cinema experiences to tablet keyboards.
I have extensive experience in project planning, shoots, and crafting fantastic photography briefs. I run castings and selections, love working with models and stylists, and I’m great with clients on the shoot, too. Most importantly, I thoroughly enjoy the shoots I plan and direct, bringing energy and creativity to the day.
PHOTOSHOOT EXAMPLES
Some photographers I’ve worked with:
Clive Streeter
Tara Moore
Tony Hutchings
Hilary Moore
Alister Thorpe
David Clerihew
Matt Cooke
Packshot Factory
A sensory-inspired shoot for a multinational client featuring a series of models and visual stories, shot by Matt Cooke. The brief was challenging, but we kept the shooting fast and loose, helping our models to find their rhythm.
A shoot for the global launch of Logitech’s FabricSkin iPad keyboard and cover. Shot by Tara Moore across a number of locations in East London, featuring a team of four models, two stylists and me.
Introduction
Storyboards, video and motion design
From developing narratives, scripts, and storyboards, to putting together rough cuts in Premiere Pro, I’ve embraced motion design at every opportunity. Some of my most enjoyable motion projects are listed below.
Since 2018, I have helped the global healthcare company Smith+Nephew to develop and enhance its video and animation output across its brand and product portfolio. From narrative development and scriptwriting for a global healthcare audience, to storyboarding and overseeing final production. Work includes inspirational pieces for company meetings, promotional videos, web animations, detailed instructional videos, and brand reminders.
In 2018 and 2019, I worked on a number of motion design projects for Instinctif Partners and their clients, from narrative development and scripting through storyboarding to overseeing video editing and production. Clients (confidential) included a global luxury hospitality brand, a major investment bank, and an iconic drinks brand. Working for JWT’s Philadelphia client in 2016, I spent several weeks storyboarding the food-related experiences in the ads, culminating in a week of consulting and art directing on a giant green-screen stage in North West London. In 2014, I developed a series of storyboard concepts for Cineworld idents celebrating the emotional response to the cinema experience, and in 2013, I developed the concept, storyboarded and directed a global promo video for the launch of Logitech’s Z50 Speaker, as well as working on a number of other Logitech video concepts.
Motion examples
Introduction
Food art direction, photography and content
Over my creative career, I’ve developed quite an appetite for everything food-related. I’ve been very lucky to work with some wonderfully talented creative minds, many of them specialising in food-related creativity. Photographers, chefs, stylists, recipe writers, food writers, industry specialists, and illustrators, all obsessed with creating the most beautifully appetising content. With them, I’ve directed shoots, imagined new recipes, helped devise copy, storyboarded sequences, assisted filming, advised on set, and briefed them all.
I’ve worked with the FMCG giants — Tesco, Unilever, Nestlé, P&G — and their brands, to create compelling and inspiring experiences with a huge variety of food, from ready meals to classic roasts, herbal teas to yoghurt pots. I’ve worked with incredible photographers such as Clive Streeter (Martha Stewart, Waitrose, Fortnum & Mason), Tony Hutchings and Hilary Moore (M&S, Observer Food). I’ve helped agencies such as Dunnhumby, J. Walter Thompson, Arnold KLP and Maher Bird with their FMCG and food-industry clients. In 2016, I helped JWT’s Philadelphia client visualise how their product could be perceived by their customers in a more authentic way for their Angels TVCs.
