Me, as a senior
Social Creative
Art Direction
Shaping campaigns and visual worlds across social platforms and above-the-line media
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Original Thinking
Originating thoughtful and striking ideas, narratives and stories for global audiences
Lead Social Copywriting
Leading and defining brand voice and writing platform-native language for global channels
The Jaguar rebrand
You might have seen a thing or two about this one.
The brief was simple: get people talking about Jaguar again. The aim was to polarise and go viral - no small ask.
I pitched and originated the core idea, then led the storyboarding and visual direction of what became a very public, very controversial piece of work.
Made with a small creative team under CD and ECD oversight, the film did exactly what it was meant to do. It went on to reach over 400 million people organically and became one of the most discussed brand moments of the year.
Range Rover Wimbledon
As the Official Car Partner of the Championships, Range Rover has an annual duty to arrive at Wimbledon in style. I played my part by leading the social campaign around the event.
The work ran across the major social channels and spanned interviews and live event capture. I took the campaign from pitch to delivery - shot, edited and published in under a day - directing and capturing celebrities and tastemakers including Kit Butler, Miguel Ángel Silvestre and Eleonora Carisi.
Oh, and all the copy
Alongside campaign work, I lead the day-to-day copywriting across all social channels, for a combined global audience of over 35M across Jaguar, Defender, Discovery and Range Rover.
I own and define tone of voice for the brands, and have authored the global Tone of Voice frameworks for each. I train and manage community teams on how each brand speaks across platforms and channels, keeping each voice razor-sharp.
Jaguar x DALL.E
Though it’s increasingly hard to remember, there was a timewhen generative AI wasn’t everywhere.
As part of Jaguar’s expansion into the art world, we partnered with OpenAI for early access to DALL·E - back when most people didn’t even know this kind of technology existed.
I worked on a series of story-led images set in imagined realities: cars born from extraterrestrial eggs, engines unearthed from prehistoric deserts. My proudest contribution was Revisions: a queer wedding, staged in the 1950s. It sparked conversation, drew press attention, and became the brand’s first-ever gay representation.
Always-on
Of course, no social outfit is complete without a steady stream of always-on content.
I’ve led the creation of AV, stills, and BTS, originating ideas and steering production across lifestyle and product-focused campaigns. From higher-scale productions to low-fi, low-budget shoots.
