Highlights
WINNING THE DRUMÂ AWARD FOR BRANDED CONTENT
I led the creative execution and strategy of the Blind Hacks YouTube series with Guide Dogs, which won the branded content category at The Drum Awards. The fully accessible videos were created for visually impaired people to 'hack' various tasks inside and outside the home.
DIRECTING A VIRALÂ DOCUMENTARY SERIES
With the challenge of reaching younger males to diversify Guide Dogs' support base, I struck a partnership with football studio MUNDIAL and directed a series showing blind football fans with their guide dogs. The three episodes amassed 3 million views across social, with Gary Lineker sharing episode 1 – a viral hit.
Some career highlights to date
BUILDING A B2B CONTENT MACHINE FROM SCRATCH
Tasked with creating monthly articles, newsletters and social posts across three brands for workspace leader IWG, I developed a content strategy that aligned with news and trends in the business world. I then built a team of writers, editors and designers to deliver a fast-pace cycle of content across multiple channels.
UNVEILING A £5,000 WHISKY ON SOCIAL
When Talisker released its oldest ever whisky, distilled in barrels that had been treated to arctic conditions, the launch content needed to make an impact. From the scripts and treatments to the shoot in Iceland, I led a creative process delivering social assets that felt as exhilarating and premium as the whisky itself.
LEADING THE CONTENT STRATEGY FOR A NEW ONLINE SERVICE
As a Content Designer and Strategist working with the Football Association, I helped create user-centred experiences for grassroots players. Working closely with UX and design in an agile team, our online platform is boosting interest and participation at all levels of English football.
WINNING DIGITAL IMPACT AWARD FOR SOCIAL VIDEO SERIES
We wanted to shift the narrative of sympathy and pity towards visual impairment and show what blind people can do, not what they can't. Our social media video series featured Guide Dogs service users competing at elite levels of sport, and won gold at the Digital Impact Awards.
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LAUNCHING A NEW FOOD BRANDÂ IN THE UK
Plant-based food brand ZENB had never set foot in the UK market before, so our content strategy needed to help the company make its mark. I planned and executed content across email, web, social and print which simultaneously built the brand personality and drove sales to meet the client's punchy KPIs.
CREATING THE VOICE OF ADIDAS X STELLA MCCARTNEY
As a freelance copywriter for Adidas, I was tasked with creating the voice of the 2017 Stella McCartney range. This meant writing long and short form copy to be used in Adidas stores worldwide and across their digital ecosystem, focusing on empowering women to achieve their fitness goals.