HIGHLIGHTS
I'VE WORKED WITH BRANDS ON A VARIETY OF PROJECTS ALONGSIDE PERSONAL PROJECTS THAT REFLECT A WIDE RANGE OF CREATIVE SKILLS. EACH PROJECT WAS APPROACHED WITH CONSIDERATION AND A DEEP UNDERSTANDING OF CREATIVE FUNDAMENTALS WITH A FOCUS ON A DESIGNATED GOAL.
PASTA EVANGELISTS
I created this piece of content after creating a pitch deck for the Head of Marketing at Pasta Evangelists. The client purchased a video to promote their new store in Harrods.
I was responsible for pitching, producing, directing, editing, and assisting with camera operations.
The content was designed to tell the story of the brand's luxurious nature in harmony with the aristocratic setting of Harrods. The final piece lived on their website and socials.
The entire project required the full bredth of my skillset and more to complete. The end result was worth everything.
WEEZY
My role within this on-demand delivery startup was to tell the brand's story and to sell that story to potential customers.
This involved a variety of storytelling methods and skills. An approach we employed was to partner with local brands that we worked with, telling their story alongside ours.
This was designed to reflect the quality products we sold as well as the relationship we had with local businesses. In theory, combining to create an image that people wanted to be part of. The resulting campaign generated 600 new customers.
DAILY
MAIL
While working as the Supervising Producer on the Daily Mail Social Video team for over 3 years, I've created original formats, built workflows, designed templates and told countless stories.
With digital information consumption constantly evolving the role presents unique challenges.
The solution to these challenges is to innovate and creatively tell stories that capture people's attention.
CREATING NEW FORMATS
I created this format called 'Daily Mail Headline' to bring to life the digital template that went viral on Instagram and TikTok.
Users had begun creating their own headlines for themselves, and so I thought, why not make it tangible?
The subject matter is specifically designed to be engaging for socials and to generate a response in real life.
The final deliverable was considered a successful format by many senior leadership members, including the Global Head of Video who commissioned it to become repeatable.
EXPERTS REACT
The idea behind this concept was to elevate the way we told stories. To not only tell trending stories in an egnaing way but to also tell them in an original way.
By incorporating experts as a new element of our 'Explainers', we were able to boost originality as well as demonstrate a new way of telling the same story.
It also demonstrated to our audience an added layer of reliability by using an un-biaed source. Which is essential in a time of AI fakes and misinformation.
DYNAMIC
EXPLAINERS
Similarly to the Experts React format, these explainers were designed to elevate the way we tell and break stories.
We used in-house talent to elevate stories that would have otherwise required voice over or captions.
Again, further emphasizing the benefit of added trust in the content by using a real person.
The creative direction around this format was focused on asset density, bold subtitles and an engaging script to combine to hook the audience.
RESULTS
