Revamped campaign for Old Spice, bringing the brand right up to date and on to TikTok. Cult TikTok creators including CR favourite Munya Chawawa and Capital FM’s Niall Gray were tasked with adding a unique spin to the Old Spice ethos for a UK audience.

The videos creatively incorporate local references, culture and a distinctly British sense of humour, as well as bringing the Old Spice brand bang up to date for the social media generation.

https://www.tiktok.com/@oldspiceuk

A campaign that took place during the UEFA Euro 2020 for JD Sport. We delivered, not only a hashtag challenge on TikTok but, a bespoke music track with Lady Leshurr and Toddla T along with a full blown branded music video.

Art Direction for this documentary project for TikTok. Delivering a full length documentary film and cut downs. Plus photography for a printed magazine.

A short ‘Tokumentary’ on the Tiktok best practices made for Cannes

Art direction for this Nike x ASOS campaign piece; showcasing the new Nike Vaporwave collection through beautiful visuals and movement.

To mark the anniversary of the Ralph Lauren Polo we showcased the classic white top and the diverse ways to style it in a beautifully simple video piece, shot on 16mm film and seeded out on various social channels.

A Revolutionary Beauty Pageant for the TikTok Generation where creators had the chance to win abig prizes from Revolution Beauty of the course of a several month long TikTok beauty contest. Showing off their skills with the help of a Branded Effect and custom soundtrack.

We created a Public Service Announcement where one of TikTok’s beloved Creators announces some Very good Black Friday deals then amplified this with even more creators and a Branded Effect that subverted the usually loud and noisy landscape of ‘sale season’ with AR headphones and a ‘Very Silent disco’; using head tracking and 3D modelling

Art direction for Lynx

A summer campaign for JD Sports for festival season. Delivering a hashtag challenge, branded effect and bespoke music track with over 6 Billion views.

Art direction for a social first campaign promoting watches from Fossils smart watch range.

We shot a main narrative that was then cut into vignettes; seeded out on paid for and organic social channels respectively.

SS23 Lookbook video created for Bill skinner. Art Directed, shot, edited and graded by me.

New photography for the rebranding of wellness startup Urban.co

Art direction and still life photography

Art direction for still life shots to be used on social channels to bolster the Lab Series range launch on ASOS.com

Art direction for ASOS bridal beauty product shoot

Art direction for Ted Baker still life shoot

Art direction for the social creative to promote the release of the latest Golf Le Fleur shoes on ASOS.

Music video direction, editing and illustration/animation.

Activewear advertisement concept created in submission for EditFest.

Edited from stock footage, the ad, plays on the sentiment of empowerment and ‘taking back’ of the night; a time when women are usually afraid to be out and walk alone, not least be out and exercise.

Established social content style for the brand

Art Direction and animation for this music video.

Directed, shot and edited a series of videos for a paid social campaign for this vegan meal delivery company - highlighting the ingredients and process that goes into each meal.

Branding, design and direction for this day and night event.

A collaborative event between ASOS and Vans, held at the House of Vans venue in London; celebrating and empowering those who have made something themselves - from photographers to zine makers. Inspiring you people to do the same.

The event was a massive success selling out fast and far exceeding the numbers we had anticipated.

Art Direction and Motion design for a series of Social videos forming the launch campaign of Lab Series for Men on ASOS.

Animated videos for paid social campaign; promoting the funcionality of the ASOS x Nike Visual Search tool

Various social content animations

A ‘virtual mirror’ style app that allowed the user to view, in real time, actual shoppable products applied to their face. Giving them the ability to play, experiment and test out products before buying.

I lead on the UX and UI of this app, liaising with the 3rd party software provider, internal teams and testers to finalise a beta product that we could test with.

I redesigned of the ASOS transaction email that has since been implemented and is received by all customers.
The aim was to simplify the email, pull out key information and accessible on all devices.

Direction and photography for the first Face + Body Youtube collaboration for ASOS - with GHD. 

Microsite and look book shoot for the exclusive ASOS x Star Wars collection

We created an arresting holiday-inspiration destination fusing fashion and brand influencer-led video travel guides. Building upon the 2015 version, the user experience is brought to life through interactive design and bespoke illustrations.

+176m Media impressions
833k Campaign engagements
+60k Video views
492k Social engagements

I concepted and lead the delivery of a Twitter bot that was the central part of ASOS Australias Anzac Day promotion.

The concept was that users could tweet at ASOS_AU and be in with a chance of winning a prize. Every tweet was responded to regardless of winning which in turn lead to every user entering the competition multiple times.

The bot knew what keywords to look out for and to respond to appropriately. Including responding to tweets that included profanities.

We also created a back end to deliver, and monitor levels of, prizes.

Art direction for the creative announcing the exclusive Reebok SMU on ASOS

An online and IRL experiential campaign to acquire more of a student demographic and establish ASOS in Europe, Australia and the US as the number one destination for fashion loving students.

We gave students the ability to design their own free tote bags then submit their designs as part of a worldwide competition.

One of the most popular activations at Freshers' Fair and student events across the world with over 22,000 bags designed and over 780,000 votes cast on the online competition.

Overall we hit 178% of targeted student acquisition.

The first ASOS branded beauty advent calendar. 

A personal project to take a simple idea through from design and into the app store.

A minimal app whereby you can only send ‘tickles’ ie. vibrations to your friends.

I art directed the photoshoot and designed the microsite, for the Philips x ASOS partnership - shooting a 'white collection' as well as the SonicAir toothbrush. The campaign was well received with headline stats that exceeded KPIs and average benchmarks...

50,115 unique users 
1 min 22 dwell time
25,698 competition entries

I co-artdirected shoots for an interactive inspiration tool aligning four key summer moments with individually curated ASOS fashion edits and Google Play Music radio stations. I enlisted a paper artist and co-directed four themed sets as well as designed the microsite for the campaign.

The campaign received 38,000 unique users producing over 60,000 engagements.

The first ASOS partnership with Spotify which served the user a unique playlist and fashion edit based on their favourite holiday track.
We created a parallax scrolling site that worked across mobile and desktop - utilising the Spotify API to determine music genres and pair them with related fashion edits.

The perfect response to the worst gifts

A hashtag aggregation tool built to source user generated content and make it shoppable.

Users hashtag their photos with #asseenonme to be added to the ASOS product pages. Customers can then see how items are being worn and styled by others.

A free web application I created that allows users to grab URL's from Instagram posts simply by connecting with their Instagram account and email address.

The technology also makes Instagram posts shoppable with us having integrated it to 'add to bag' on the Magento platform, 'add to favourites' on Soundcloud and 'add to bag' on Etsy.

Album and single artworks