I’m an enabler, an instigator, and sometimes… a troublemaker.

Portfolio

CIBSE: Repositioning for the next generation

Customer focused behaviour change campaign: Southern Water

Award Winning: The Real Cost of Living

Repositioning for opportunity: The Osprey rebrand

Five brands into one: Cavendish

Reimagining CCHQ: SoCrowd

Award winning content: Stonewater Colleague Day

Building a brand for BCorp status: Simply Washrooms

Repositioning for change: This is Solent Partners

Branching out from the parent brand: This is GenFlex

Creative partnership: Hares of Hampshire

Good old fashion storytelling.

Before we had written language, we shared wisdom and warned others. Today, stories activate more than just our language centres. They spark sensory regions and emotional networks. They even trigger us feel as if we’re in the story.

From engaging the whole brain to triggering oxytocin, great stories make us more empathetic and emotionally engaged. Oxytocin helps us share a human connection. It makes us sensitive to social cues.

When we feel connected, we desire to help, extend generosity, or show altruism. Even evoking distress and empathy during a story can motivate a desire to help others. They also sharpen focus and attention.

Revenge is bloody

UFC 204, like Manchester, was rich in narratives and played host to the next chapter in a story set in motion way back on UFC 100 when Bisping suffered a devastating loss to Dan Henderson. Bisping just wanted to fight; he didn’t really care who or where, but all the pieces had come together to give him the perfect location in front of a home crowd to close the book once and for all.

The anticipation and emotional stakes surrounding that moment were intense!

UFC 204: Storytelling
Close-up of a shirtless man with a serious expression, beard, and short hair, set against a backdrop featuring the American flag and a fierce eagle graphic.

Legends fight here:
MSG, NYC, UFC.

Developing content strands for a tentpole event means being able to create narratives that appeal to different audience segments. For UFC 217 this was done by conceptualising an over arching theme which could be manipulated to tell different stories.

UFC 217: Storytelling
Promotional poster featuring a shirtless male fighter with Asian characters tattooed on chest, black text stating "Talking's easy, fighting's harder", and red hashtags #GSPReturns and UFC logo, with event date 11.4.17 at Madison Square Garden.

You are a wonder, woman.

The primary goal was to position UF C 219 as the can’t-miss event that closes out 2017. It will be an exciting card available on PPV, captivating fans who are in Las Vegas for New Year’s Eve.

However, were challenges, competing with holiday buzz and spending habits during the festive season, as well as other live sports events like CFB Bowl Games, NBA, and NFL.

UFC 219: Storytelling
Collage of four images: a woman with long hair holding an umbrella over water with a pink circle overlay, a profile of a woman dressed as Black Panther with gold jewelry, colorful fireworks display, and a woman dressed as Wonder Woman kneeling on the beach with sunset background holding a sword and shield.

The baddest man on the planet

“On the verge of history, Miocic sought to be the first UFC heavyweight champion to successfully defend his title three times in a row. To achieve his goal, he had to turn back the imposing threat of Cameroon’s Ngannou, whose back-to-back demolitions of Andrei Arlovski and Alistair Overeem had fans already anointing him as MMA’s next great big man.”

UFC 220: Art Direction
Close-up of a newborn baby wrapped in newspaper, cradled in hands on the left; muscular man with tattoos and a chain around his neck, looking to the side in a dimly lit environment on the right.
Blue background with the word 'Darley' in large white letters, and smaller white text that reads 'VISUAL REFRESH' in the bottom right corner.

Darley: visual refresh

R&D and visual development to elevate social channel content for legendary horse breeder: Darley

Refreshed visuals
A brown horse wearing a black hat decorated with red, purple, and blue flowers, with a ribbon that says 'Amber's'.

WHR: Content Revamp

New content ideas, new look and feel, re-energise World Horse Racing’s social channels

Recommendations
Stylized illustration of large ocean waves with white foam against a yellow background.

RWC: Trends insights

Preparing for the Rugby World Cup, Identifying themes that visually resonate ready for content development across social channels

Visual threads