GLOBAL CAMPAIGNS
Creative campaign systems for luxury, technology, consumer and entertainment brands.
Developing distinctive campaign ideas and translating them into compelling integrated campaigns across global markets. Combining strategic thinking, conceptual development and art direction with hands-on design, visual storytelling and production, I bring ideas to life across film, digital, social, print and retail.
AI informs the process from early concept development and visual exploration through to creative production, adaptation and scalable delivery — extending ideas across markets, channels and formats while maintaining creative quality and consistency.
SONY — CAMPAIGN CONCEPTS
Turning camera technology into compelling creative ideas. For Sony’s EXTRA.ORDINARY campaign, I developed three film concepts showcasing Sony camera capabilities through distinctive, real-world storytelling. The campaign extended into social content, behind-the-scenes films featuring Philip Bloom and digital experiences for the filmmaking community.
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APPLE — GLOBAL PRODUCT LAUNCHES
Developing campaign creative for global Apple product launches.
Working within Apple’s global Marcom ecosystem, I contributed to major product launches across iPhone, Apple Watch, MacBook, Apple TV+, Music and Fitness+. Collaborating with designers, motion artists and creative technologists, I developed and refined campaign creative across design, motion and digital channels, working within Apple’s distinctive visual language and standards for product imagery, typography and layout.
I also developed scalable creative frameworks using Figma and Celtra, turning campaign concepts into modular layouts that could be adapted efficiently across 25–40 markets and 25+ languages. The wider programme delivered 10,000+ localised assets and 900+ motion outputs.
ROLEX — GLOBAL STORYTELLING
Luxury timepieces telling stories of history, achievement and human endeavour.
Working within Rolex’s established brand framework, I developed digital campaign creative that connected its timepieces with the people, achievements and moments they represent. Across Formula 1, tennis, golf, exploration and the arts, the work explored the relationship between a watch and the history made by the people who wear it. Documentary-style films and high-end product films brought these stories to life, showcasing the watches’ design, materials and movement.
I also developed global style guides, modular design frameworks and localisation workflows, enabling campaign creative to be adapted consistently across 30+ markets. The wider programme delivered 13,000+ assets and 973 motion edits.
*Generative AI Images
BMW
Creative direction. Premium automotive storytelling. Content at scale.
Creative direction and stakeholder leadership across Unreal Engine, Figma and Celtra workflows for BMW’s 2025 US vehicle range, spanning digital, social, outdoor, website and retail advertising. I helped shape the creative brief, defined the visual approach and content requirements, presented creative development, and guided stakeholder feedback through to final approval — overseeing creative quality across vehicle models, environments, motion treatments and advertising formats.
PATEK PHILIPPE — HERITAGE & EDITORIAL DIRECTION
Luxury storytelling combining heritage, craftsmanship and contemporary digital experiences.
Led global creative delivery for Patek Philippe across more than 30 markets, combining luxury storytelling, digital design, film, social, motion and brand experiences. Developed and evolved campaigns including Only Human, Philosophies, Generations and Rituals of My Life, translating the brand’s heritage, craftsmanship and values into contemporary, emotionally engaging experiences.
Created refined visual systems and scalable creative frameworks that maintained exceptional brand consistency across international markets, balancing editorial quality, digital innovation and production efficiency.
VODAFONE
Developing audience-focused campaign creative through art direction, copy and DCO.
I developed creative for Vodafone’s digital campaigns, translating campaign briefs into audience-focused messaging and visual ideas. Combining copywriting, art direction, design and motion with dynamic creative optimisation (DCO), I explored how campaign creative could adapt to different products, audiences and contexts while maintaining a consistent brand identity.
EXPEDIA GROUP — CREATIVE & MARKETING ECOSYSTEMS
Mar-tech Assessment & Future-State Creative Production Recommendation
Assessed Expedia Group’s global marketing technology and creative production ecosystem around the “Made to Travel” brand platform.
Recommended how teams, workflows and production models could become more connected and scalable, contributing to recommendations for global content production across markets.