It’s all about the words.

Woman with long, ombré hair and blue eyes in a magazine advertisement for L'Oreal hair dye, promoting a dip-dye hair color trend.
Close-up of a woman with clear, smooth skin, with micellar water splashing in front of her face, promoting a skincare product.
Black and white advertisement featuring a woman's face with eye makeup and hair, promoting L'Oréal Paris Superliner with precise tip liner pens.
A woman with wavy hair in a black outfit is repeated in a symmetrical pattern with other women, creating a mirrored effect. The text "INFINITE STYLING" is centered on the image, along with the brand name "ghd" at the top and some promotional text bel

Feel the Thrill
SEAT

Role: Lead Copywriter

The new Cupra was SEATs fastest accelerating car. To bring this to life, I created ‘Feel The Thrill’: a DM pack that accelerated in your hands.

As the lead copywriter, I developed our tone for the campaign and rolled out across all the many assets.

 
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Open brochure showing a driving simulator pedal set, with a smartphone displaying the simulation app.
Two white smartphones displaying car-related technology; the left phone shows a tire pressure alert to hold at 90 psi, the right phone displays a metallic car part, possibly a gear shifter.
Series of app screens promoting the new SEAT Cupra vehicle, showing features like parking, throttle, and test drive options with a map overlay at the end.
Part of a car advertisement introducing the new Cupra 280 model on a white and blue background.
Text on a white background promoting the Cupra 280 in a minimalistic design.
A silver hatchback car parked in an industrial area at sunset with shipping containers in the background.

Red Hot DOOH
Amex

Role: Lead Copywriter

You can buy anything with an Amex. Absolutely anything.

Just two of a huge series of Amex ads.

 

BOLD TOV
Chivas Regal

Role: Lead Copywriter

Chivas had 1 million dollars to help fund a business idea that could do some good in the world.

It was my role to name the competition. Develop a tone-of-voice that would appeal to entrepreneurs and roll out across the global site.

The Venture kicked off in 2015 and the global project is still going today.

 


Trusting TOV McDonald’s

Role: Lead Copywriter

McDonald's has an issue with trust. Their audience struggle to believe in the quality of food.

That's why the TOV on their UK site is so important - especially when it comes to farming.

I created ‘Good to know’ and rolled out across the UK site.

 

Amex
DOOH

Role: Lead Copywriter

One in a series of cool DOOH ads for Amex.

 

Ebookers
DOOH

Role: Lead Copywriter

If the Flamenco dancers don’t catch your eye - a monkey selfie is sure to.

Part of a global travel campaign I developed for Ebookers.