SOCIAL & INFLUENCER

PLATFORM-NATIVE SOCIAL & CREATOR-LED STORIES

Translating brand strategies into high-impact, platform-native content across Meta, TikTok, and YouTube. Bridging audience behaviour with ongoing optimisation, narrative hook variations, and scalable creator models.

WALKERS PEPSICO

REACTIVE ENTERTAINMENT

The Attention Hook:

Shaped the core creative strategy and concept development for the digital and social campaign, ensuring seamless launch delivery when traditional broadcast assets were delayed. Crafted a completely original, humour-led narrative designed specifically for peak tournament attention windows across Instagram, TikTok, and YouTube.

The Reactive Creative System:

Partnered directly with data and strategy leads to translate live sports moments (goals, VAR decisions) into instant, high-impact social content. Directed copy and design approval while managing automated multi-variant layouts within Celtra and Google Studio, ensuring every creative variation remained sharp, witty, and perfectly tailored to the audience.

The Cultural Impact:

Conceived the core creative concepts and directed the visual tone for instantaneous social content published minutes after live match events. Balanced brand clarity with a content decision tree that allowed dynamic creative assets to authentically resonate with distinct football fan bases, including England and Scotland networks.

SPOTIFY SOUTH AFRICA CREATOR

& INFLUENCER EMPOWERMENT

The Influencer Strategy:

Combining design, motion editing, and creator-led storytelling to turn local cultural pride into measurable platform growth. Spearheaded the visual identity for high-profile, award-nominated global music culture campaigns, delivering a cohesive social-asset package and polished video edits that elevated the brand’s presence across international creator networks.

The Creator Content Strategy:

Directed the motion design and video editing style for Instagram Reels and TikTok, crafting engaging content that aligned with global music discovery trends. Created premium, highly shareable social assets tailored specifically for social feeds, ensuring the brand’s visual identity resonated effortlessly across international creator networks.

The Multi-Platform Continuity:

Localised global campaign moments by translating regional music culture into platform-native motion designs. Managed fast-turnaround production loops to keep content synchronised with live trending events, reformatting, adjusting timings, and technically adapting social video assets for large-format outdoor digital billboards.

HUAWEI EUROPEAN SOCIAL REFRESH

The Design Transformation:

Leading the comprehensive visual refresh of Huawei’s European social media presence across the consumer device portfolio. Implemented minimalist typography, static design guidelines, and kinetic motion to modernise the brand’s digital identity, allowing it to compete directly with top-tier rivals across the UK and European markets.

The Creative Interpretation:

Led the visual direction to translate complex hardware specifications—including the Mate smartphone series, wearables, and audio tech—into youth-focused social campaigns. Blended cinematic lifestyle aesthetics, fashion-forward casting, and clean geometric layout systems with sleek motion to bring technical features and hardware benefits to life.

The Social Craft & Engagement:

Crafted short-form motion assets for the flagship #NowIsYours campaign, directing the visual rhythm and platform-native text layouts to seamlessly blend premium brand messaging with witty, user-generated content (UGC). Localised native typography, trending formats, and interactive layouts across multiple European languages, driving immediate Gen Z engagement that converted into measurable retail footfall.

UBER SOCIAL MOTION

& TIKTOK WORKFLOWS

The Creative Direction:

Delivering high-craft, motion-led digital and social content across Uber’s core rides and delivery platforms within R/GA. Combined After Effects animation with short-form storytelling to translate everyday passenger and courier experiences into engaging social content, building adaptive layouts where visual elements were seamlessly tailored for regional markets while maintaining high-craft standards.

The TikTok-First Adaptation:

Collaborated with the core agency team to shape a TikTok-first production style for Uber Eats, ensuring visual layouts, copy, and calls-to-action were beautifully tuned for platform-native engagement. Shifted traditional transactional advertising into appetising lifestyle storytelling, utilising high-energy transitions, trend-driven pacing, and independent restaurant content to turn food cravings into instant orders.

The Social Content Adaptation:

Developed a wide range of premium visual assets across Facebook, Snapchat, and YouTube to drive immediate appetite and platform orders. Working across all social formats, I executed distinct creative routes to keep the campaign varied—crafting location-targeted templates that highlighted appetising independent restaurant partners alongside playful assets built around my custom illustrations, emoji-driven animations, and trend-led typography.

THE SOCIAL PLAYBOOK

A modern content strategy balancing platform-native design with seamless social-media delivery.

SOCIAL PLATFORMS

Crafting content tailored specifically for TikTok, Meta, YouTube, and LinkedIn, with an absolute emphasis on native editing, paid social design, and short-form video formats. 'does this include influencer style platform narative, built in badges, emojis, copy styles?

The Attention Hook

Prioritising viewer engagement through strategic hook-rate optimisation, organic-style storytelling, and seamless creator integration. This approach turns a brand's message into sharp, thumb-stopping videos that effortlessly keep viewers watching.