In response to 21Grams’ D&AD brief, Poppy Simpson and I created a campaign that disrupted ads and blacked out information across the London Underground to address London’s falling measles vaccination rates. The unexpected interruptions travelled like a virus and derailed people’s sense of stability, mirroring the uncertainty and disruptions Londoners experienced during COVID-19. By tapping into this shared experience, the campaign took people on a journey, reminding them of the crucial role vaccines played in restoring everyday life and keeping things in motion. The campaign then revealed a clear path forward, restoring confidence in vaccines and showing Londoners how to get “Back on Track”.
In response to Nothing’s D&AD brief, I developed a campaign aimed at Gen Z and young millennials that positions the Phone (3) as an antidote to phone addiction. Inspired by Nothing’s mission to encourage more intentional technology usage, the campaign highlights how features such as the Glyph Matrix help users stay connected without becoming consumed by their screens. Interactive campaign activations shift the focus away from the phone itself and towards the lifestyle associated with owning it, encouraging audiences to spend less time scrolling and more time engaging with the world around them.
During my 13-month Creative Industry Placement at Gymshark HQ in Solihull, I led the creative direction from concept through to post-production on various campaigns, including the global launch campaign for the “Dipped Waistband” collection. Working within the creative studio enabled me to develop many skills, including art direction, concept development, pitching to senior stakeholders, and on-set direction. As a result of the work completed on my placement, I was awarded “Greater Birmingham’s Young Professional of the Year” for the Creative Industries and Culture category.
