A Creative Lead shaping
brand and campaign work
for entertainment, sport
and lifestyle brands.
I lead multidisciplinary teams to build scalable campaign systems, raise creative quality and deliver high-volume content without losing brand clarity.
■ Case Study 001
Selected Work
Role
Led the visual direction for a dual-brand campaign spanning Marriott Bonvoy and Mercedes-AMG Petronas F1, building a system that balanced race-day intensity with premium hospitality standards across social and digital.
Led the visual direction for a dual-brand campaign spanning Marriott Bonvoy and Mercedes-AMG Petronas F1, building a system that balanced race-day intensity with premium hospitality standards across social and digital.
Challenge
The brief was to create high-energy Formula 1 content that felt true to the Mercedes Petronas F1 Team while still reflecting Marriott Bonvoy’s premium hospitality positioning. Using supplied stills and footage from both brands, the work had to navigate dual-brand approvals and maintain consistency across every output.
The brief was to create high-energy Formula 1 content that felt true to the Mercedes Petronas F1 Team while still reflecting Marriott Bonvoy’s premium hospitality positioning. Using supplied stills and footage from both brands, the work had to navigate dual-brand approvals and maintain consistency across every output.
Approach
I developed a campaign visual language that brought together speed, precision and premium brand cues. Bold typography, dynamic framing and high-contrast imagery helped capture the energy of race day, while a cleaner visual structure kept the work aligned with Marriott Bonvoy’s brand standards. The focus was on building a flexible system that could work across placements without losing impact or brand clarity.
I developed a campaign visual language that brought together speed, precision and premium brand cues. Bold typography, dynamic framing and high-contrast imagery helped capture the energy of race day, while a cleaner visual structure kept the work aligned with Marriott Bonvoy’s brand standards. The focus was on building a flexible system that could work across placements without losing impact or brand clarity.
Outcome
The result was a campaign that felt both fast-paced and elevated, translating the excitement of Formula 1 into a premium brand experience across social and digital. It gave both partners a shared visual language that felt cohesive, high-end and built for rollout.
The result was a campaign that felt both fast-paced and elevated, translating the excitement of Formula 1 into a premium brand experience across social and digital. It gave both partners a shared visual language that felt cohesive, high-end and built for rollout.
The visual language was designed to sit between two distinct brand worlds: the speed and intensity of Formula 1 and the cleaner, more premium feel of Marriott Bonvoy.
(selected work)
The system was built to hold both, using sharper typography, high-impact imagery and controlled layouts to create something that felt energetic without losing brand polish.
■ Case Study 002
Selected Work
Role
Creative Lead responsible for shaping the visual direction across a high-volume social campaign, guiding designers, editors and motion artists to deliver bold, platform-ready content aligned with the Saints Row brand.
Creative Lead responsible for shaping the visual direction across a high-volume social campaign, guiding designers, editors and motion artists to deliver bold, platform-ready content aligned with the Saints Row brand.
Challenge
Build momentum ahead of launch with social-first creative that captured Saints Row’s chaotic, irreverent tone while sustaining fan engagement across an extended campaign period. The work needed to feel loud, fast and unmistakably on-brand while supporting a large and varied volume of output.
Build momentum ahead of launch with social-first creative that captured Saints Row’s chaotic, irreverent tone while sustaining fan engagement across an extended campaign period. The work needed to feel loud, fast and unmistakably on-brand while supporting a large and varied volume of output.
Approach
Developed a flexible visual system that translated the game’s anarchic energy into a recognisable campaign language for social. Bold typography, saturated colour and impact-led compositions helped create a distinct tone, while close collaboration with the wider creative team ensured consistency across layouts, motion and rollout.
Developed a flexible visual system that translated the game’s anarchic energy into a recognisable campaign language for social. Bold typography, saturated colour and impact-led compositions helped create a distinct tone, while close collaboration with the wider creative team ensured consistency across layouts, motion and rollout.
Outcome
Delivered more than 120 audiovisual assets and over 80 static creatives across the launch period, helping maintain fan engagement and giving the campaign a strong, cohesive presence across social channels.
Delivered more than 120 audiovisual assets and over 80 static creatives across the launch period, helping maintain fan engagement and giving the campaign a strong, cohesive presence across social channels.
The challenge was not just creating content that felt energetic, but building a system that could sustain that energy across a large volume of assets.
Saints Row has a loud, chaotic identity, so the work needed to feel immediate and disruptive without losing consistency from post to post.
Bold typography, saturated colour and sharper visual hierarchy helped create a look that felt unmistakably tied to the game. That gave the campaign a clear and flexible identity across static and motion, while helping the wider team maintain pace and consistency throughout the rollout.
Mock Campaign Ads (selected work)
To extend the campaign’s tone beyond traditional social content, a series of mock advertisements were created using in-game imagery. Each piece was designed to feel like an exaggerated ad from within the chaotic world of Saints Row, leaning into the game’s irreverent humour and anarchic tone.
To extend the campaign’s tone beyond traditional social content, a series of mock advertisements were created using in-game imagery. Each piece was designed to feel like an exaggerated ad from within the chaotic world of Saints Row, leaning into the game’s irreverent humour and anarchic tone.
Capture Direction
Directed the development of the 10 ads in collaboration with capture artists and producers, planning and capturing specific in-game moments that formed the foundation of each piece.
By guiding framing, composition and action within the scenes, the imagery was crafted to support small narrative beats while staying true to the chaotic personality of the Saints Row universe.
Directed the development of the 10 ads in collaboration with capture artists and producers, planning and capturing specific in-game moments that formed the foundation of each piece.
By guiding framing, composition and action within the scenes, the imagery was crafted to support small narrative beats while staying true to the chaotic personality of the Saints Row universe.
Reactive Campaign Videos (selected work)
Directed a series of short-form videos responding to cultural moments, including Pride Month, the Moon landing anniversary and the release of Thor. Using in-game capture and bold graphic treatments, each piece translated real-world events into the irreverent tone of the Saints Row universe, helping keep the campaign timely, playful and engaging for fans.
Directed a series of short-form videos responding to cultural moments, including Pride Month, the Moon landing anniversary and the release of Thor. Using in-game capture and bold graphic treatments, each piece translated real-world events into the irreverent tone of the Saints Row universe, helping keep the campaign timely, playful and engaging for fans.
Customisation Showcase
The additional videos highlight the depth of character and world customisation available in Saints Row.
Using in-game capture and exaggerated visual storytelling, the pieces demonstrated the freedom players had to personalise their characters and style within the chaotic world of the game, including a deliberately absurd video centred around socks.
The additional videos highlight the depth of character and world customisation available in Saints Row.
Using in-game capture and exaggerated visual storytelling, the pieces demonstrated the freedom players had to personalise their characters and style within the chaotic world of the game, including a deliberately absurd video centred around socks.
■ Case Study 003
Selected Work
Role
Creative Lead responsible for shaping the visual direction across campaign and live social output, developing the typography, motion and graphic systems used across digital content
Creative Lead responsible for shaping the visual direction across campaign and live social output, developing the typography, motion and graphic systems used across digital content
Challenge
Create social-first content that could capture the pace, drama and personality of international cricket while maintaining ECB brand standards across fast-moving match coverage, player milestones and campaign moments. The work needed to feel immediate and engaging without losing consistency under rapid turnaround.
Create social-first content that could capture the pace, drama and personality of international cricket while maintaining ECB brand standards across fast-moving match coverage, player milestones and campaign moments. The work needed to feel immediate and engaging without losing consistency under rapid turnaround.
Approach
Developed a modular visual system designed for speed, flexibility and consistency across social. Bold typography, dynamic player imagery and adaptable graphic overlays gave the content energy and presence, while the framework made it easier to respond quickly to live moments without compromising the ECB’s overall visual identity.
Developed a modular visual system designed for speed, flexibility and consistency across social. Bold typography, dynamic player imagery and adaptable graphic overlays gave the content energy and presence, while the framework made it easier to respond quickly to live moments without compromising the ECB’s overall visual identity.
Outcome
The result was a more scalable creative framework for ECB social content, supporting high-volume match coverage and campaign delivery while maintaining a clear, recognisable and on-brand visual standard across platforms.
The result was a more scalable creative framework for ECB social content, supporting high-volume match coverage and campaign delivery while maintaining a clear, recognisable and on-brand visual standard across platforms.
(selected work)
(selected work)
(selected work)
Social output needed to respond quickly to live match moments, player milestones and campaign announcements, so the visual language had to be flexible enough for fast turnaround while still feeling consistent from asset to asset.
(selected work)
(selected work)
A modular approach to typography, overlays and image treatments made that possible. It gave the team a clearer structure to work within, helping content stay recognisable, energetic and on-brand across a wide range of formats and moments throughout the campaign.
■ Case Study 004
Selected Work
Role
Creative Lead defining the visual direction and building the brand identity across typography, colour and graphic systems.
Creative Lead defining the visual direction and building the brand identity across typography, colour and graphic systems.
Challenge
Develop a tequila brand that could stand out in a crowded market while balancing premium craft with a more expressive, contemporary tone. The identity needed to feel distinctive on shelf and flexible enough to work across packaging, digital and campaign output.
Develop a tequila brand that could stand out in a crowded market while balancing premium craft with a more expressive, contemporary tone. The identity needed to feel distinctive on shelf and flexible enough to work across packaging, digital and campaign output.
Approach
Built a bold visual system using expressive typography, rich colour and graphic illustration to create a strong and recognisable brand presence. The work focused on finding the right balance between energy and refinement, ensuring the identity felt premium without losing character.
Built a bold visual system using expressive typography, rich colour and graphic illustration to create a strong and recognisable brand presence. The work focused on finding the right balance between energy and refinement, ensuring the identity felt premium without losing character.
Outcome
A clear and cohesive identity that gives Casa Tiempo a distinctive visual voice, designed to hold together across packaging, campaigns and brand communications.
A clear and cohesive identity that gives Casa Tiempo a distinctive visual voice, designed to hold together across packaging, campaigns and brand communications.
The identity was built around contrast. Tequila branding often leans heavily into heritage or minimal luxury, so the opportunity was to create something that felt more expressive while still holding onto a sense of premium craft.
Typography and colour became the main tools for shaping that balance.
(selected work)
The system needed enough personality to stand out on shelf, but enough control to feel considered and consistent across packaging and brand communications.
■ Case Study 005
Selected Work
Role
Creative Lead shaping visual direction across campaign and digital output.
Creative Lead shaping visual direction across campaign and digital output.
Challenge
Turn complex insurance messaging into clear, engaging campaign creative that could be understood instantly in fast-moving digital environments.
Turn complex insurance messaging into clear, engaging campaign creative that could be understood instantly in fast-moving digital environments.
Approach
Built the work around clarity and hierarchy. Messaging was prioritised to land quickly, with design and motion supporting the copy rather than overpowering it. The focus was on making each asset feel immediate, readable and easy to understand, while still carrying enough visual impact to stand out.
Built the work around clarity and hierarchy. Messaging was prioritised to land quickly, with design and motion supporting the copy rather than overpowering it. The focus was on making each asset feel immediate, readable and easy to understand, while still carrying enough visual impact to stand out.
Outcome
A cohesive set of campaign assets designed to communicate the offer quickly and clearly across high-volume digital placements.
A cohesive set of campaign assets designed to communicate the offer quickly and clearly across high-volume digital placements.
Advertisements
(selected work)
The challenge was not just making the work stand out, but making it easy to understand at speed.
The result was work that felt simple, fun and confident, without losing presence in fast-moving digital environments.
Information:
I’m a Creative Lead specialising in brand systems, campaign development and motion-led creative for entertainment, sport and lifestyle brands. I work across design, motion and content, helping teams create scalable visual systems and integrated campaigns across digital, social and broadcast.
Over the past decade I’ve worked with brands including Sky, IMAX, Disney, Universal, the English Cricket Board, Marriott Bonvoy and Monument Bank.
My role typically involves shaping visual direction, mentoring creative teams and ensuring work maintains a consistent standard across fast-moving campaigns.
I enjoy building creative environments where strong craft, clear thinking and collaboration lead to better work.
Directed designers, animators and editors across campaign delivery.
Built creative systems for ongoing social and launch moments.
Worked directly with clients and stakeholders to shape output and feedback.
Balanced hands-on making with team leadership and quality control
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Marriott Bonvoy
The English Cricket Board
Kojima Productions
Sky
IMAX
Disney
Comedy Central
E!
Creative Direction
Campaign Leadership
Social-first Creative Systems
Brand and Visual Direction
Team Leadership
Motion-led Campaign Design