The Agency: Saatchi & Saatchi
My Role: Associate Creative Director
The Brief: Justify Always’ positioning as one of the more expensive brands in the femcare market.
What I Did: Created a series of beautifully simple OOH, digital and social executions, emphasising that Always is, well, always worth it.
Results: Huge response within first few days of campaign going live, with campaign picked up by multiple advertising blogs and forums.
The Agency: Saatchi & Saatchi
My Role: Senior Creative
The Brief: Encourage Gen Z women to choose Tampax over pads for more than just active occasions.
What I Did: Reimagined an iconic disco track to create an integrated campaign encompassing TV, TikTok, Instagram, outdoor and cinema, demonstrating that Tampax can save your vibe on any occasion. Collaborated with Influencers to increase reach and cut-through of the campaign.
Results: Massive increase in sales from Q3 of 2025 onwards with the campaign subsequently adopted across Europe. A partnership with Love Island in Ireland led to the song going viral on TikTok with thousands of people dancing to the track and DJs sampling it live at festivals and events like Dublin Pride.
Director: Hannah Lux Davis
The Client: Gillette
My Role: Creative Director
The Brief: Leverage Gillette’s position as Official Partner of the 2024 Paris Olympics to gain brand love in the French market.
The Answer: Created a press ad that ran on the back cover of France's premium sports magazine "L'Équipe" for the duration of the Games and which is now in the running for Epica and Eurobest awards. Accompanied by successful TVC and Social campaigns starring French Olympic Team Captain and epitome of ‘La Perfection Au Masculin’ Kevin Mayer.
The Results: Campaign was so successful it has been extended far beyond its original media remit. Press advert is currently in the running for Epica and Eurobest awards.
The Agency: Saatchi & Saatchi
The Client: Gillette
My Role: Senior Creative
The Brief: Launch Gillette’s new male intimate trimmer and razor to the UK market.
The Answer: A humorous campaign that acknowledges men’s worries about grooming “down there” and provides the reassurance that only Gillette can offer.
The Results: Initial campaign was so successful - 5% of UK men now own a Gillette Intimate product - that a follow-up commercial was commissioned for the Paris Olympics starring Tom Daley.
The Agency: Saatchi & Saatchi
The Client: O2
My Role: Senior Creative
The Brief: Build online brand love for O2, promote War Child’s vital work, drive donations and sell out all 12 BRITs Week gigs.
The Answer: We asked all 12 BRITs Week artists to dedicate their gig to a particular child, whose story was then brought to life in an animated film. These were shared on O2’s YouTube and Instagram feeds and reposted by each artist. Each child’s story was played on stage before their paired artist’s gig and was further communicated by posters, digital screens and the artist themselves, bridging the gap between the joyfulness of the occasion and the seriousness of the cause.
The Results: The most successful War Child BRITs week ever with organic shares from The 1975, Jess Glynne, Enter Shikari, Anne Marie, Tom O’Dell, Idles, Mable, You Me At Six, Bring Me The Horizon, Tom Walker and Frank Turner. Without any paid social media behind the posts, the content earned 797,528 views, engagement doubled compared to the previous year, donations rose by 15% and the link between O2 and War Child was made clear, with 105,000 people now seeing O2 as ‘a brand that does social good’.
The Agency: Just So London
The Client: Flash
My Role: Creative Director
The Brief: Run the unique Flash brand, keeping the key assets intact while selling a wide variety of individual products.
The Answer: Created and oversaw the production of a series of TV, social, radio and experiential campaigns, all proudly anchored in the Flash world, yet selling very different cleaning solutions.
Results: Flash came first in an unprecedented four categories in the 2026 “Newsweek and BrandSpark Most Trusted” Awards.
The Agency: Saatchi & Saatchi
The Client: Gillette
My Role: Senior Creative
The Brief: Create a campaign for Gillette’s biggest-ever product launch.
The Answer: A striking TV and OOH campaign using brand advocate Raheem Sterling to convey the message that your morning routine can be effortless when you have the right tools for the job.
The Results: Gillette’s most successful UK razor launch ever.
The Agency: Saatchi & Saatchi
BY THE ROLLING STONES
Client: Nirvana Brands
Agency: Precious Brands
The Brief: Create the brand, name, tone of voice, strapline and launch materials for the first ever fine-fragrance collection by The Rolling Stones. The brand had to reflect the hedonistic, dangerous aura of the Stones but one step removed so it had relevance for a Gen-Z audience that may have never heard of the band.
The Solution: I came up with the name Subversive Scents and the strapline Wear It Loud to bring the ethos of the band into the fragrance world. Visually we created a world based on the hedonism of the Stones’ infamous Beggars Banquet and successfully launched the brand online, on social media and through outlets including Debenhams, The Perfume Shop and the Stones’ own boutique on Carnaby Street.
Results: One of the Stones’ most successful-ever merchandise launches, with the first run of fragrances selling out inside 24 hours.
The Client: Change4Life (H.M. Government)
My Role: Midweight Creative
The Brief: Partner with Disney to get inactive English kids up and moving.
The Campaign: Created a 30" TV ad, set of 10" idents and 65 online games, bringing together the Change4Life and Disney worlds.
The Results: The campaign smashed all Change4Life participation records, scooped an IPA Effectiveness award and was selected as Campaign's Ad Of The Day. And, crucially, it also got the nation’s kids doing 100 million extra minutes of summer activity.
Agency: M&C Saatchi
Director: Steve Harding-Hill (Aardman)
