Embed Size (px)
Citation preview
I’m a hybrid mind, a consultant with years of experience guiding brands towards the future. I'm driven by the belief that understanding people and culture can help brands to make the world a better place.
An eye for opportunity and a flair for communication have seen me pitch, win and build long lasting consultative relationships with Google, the BBC, Adidas and many more.
My years at The Future Laboratory have given me a fluency in trends, insight and innovation, which I've used to inspire clients in workshops, projects and keynote presentations to audiences from London to New York.
Huawei
Multiple projects
Objective :
I played a role in the launch of 5 of Huawei’s flagship products.
What I did :
- Qualitative insight that identified audience attitudes and behaviours for the Huawei Brand, P9, Mate8, Smartwatch and Matebook
- Strategic direction for creatives and designers that took into account the aesthetic and lifestyle of the audience and product
- Copywriting for brand films, including scripts for Scarlett Johannson, Lionel Messi and Henry Cavill (ambassadors)
Over the course of several launches, I was part of a team that helped Huawei to transition from a Chinese technology brand, to an international brand bringing culture, design and technology together, reflecting the lifestyle of the modern technology consumer.
The Future Laboratory
Keynote Speaker
Background :
The Future Laboratory are a globally renowned trend forecasting and futures consultancy
What I did :
For 3 years, I was one of The Future Laboratory’s core keynote speakers.
I travelled extensively and delivered presentations to audiences of hundreds, providing visionary perspectives on topics from the future of technology, to fitness, to sustainability.
I also conducted futures workshops for brands like Jaguar and Shiseido.
Ford
Ka+ Unboxing
Objective :
Ford needed to launch the budget Ka+ with a bang
What I did :
I identified the need for an irreverent, self aware launch activation that would acknowledge the simplicity and accessibility of the Ka+.
I then established the ‘celebrity unboxing video’ as a creative direction, an unexpected and humorous take on the format which presented the car as fun, accessible and Ford as irreverent and contemporary.
The resulting Ford Ka+ Unboxing video delivered over 660,000 views and exceeded the client’s press coverage targets
Honor
Creative Strategy for global creative retainer pitch win
Objective :
Honor (Huawei’s youth brand) are a completely unknown outside of China. My aim was to outline a unique creative strategy that would win the business of the world’s third biggest smartphone brand’s youth arm.
What I did :
I identified that Grime music, urban youth culture and its association with a visual first, digital and independent teen spirit is an emerging and underserved cultural force for technology brands.
I established the creative framework, wrote their manifesto, brand purpose, creative platform and ambassador blueprint, which resulted in the successful pitch win of over £2 million in annual billings.
Duracell
Facebook Creative Strategy
Objective :
To generate a cohesive creative strategy that unifies Duracell’s Facebook messaging and creative direction for the 15 international ‘Bunny Markets’. These markets had previously been autonomous and each specified different target groups.
What I did :
Firstly, I broke down the various elements of the challenge into -- Product benefit, Market Insight, Consumer Insight,
Channel (Facebook) Insight
I identified that Duracell powers moments, enhancing lifestyles when portable power was needed.
My creative strategy recommended that Duracell tell the story of it’s product benefits through the visual depiction of everyday life, with devices front and centre and key audience interests as creative platforms.
