April's weather is particularly unpredictable in the UK. Instead of just telling people to head to McDonald’s for shelter, I worked with the MET Office and used real time data to create a way of informing people about the impending outburst of rain or sun, all while keeping McDonald’s front of mind.

So there’s no reason to listen to the weatherman again.

It’s not everyday you get to create the World’s first gender neutral sports league and brand, but I’m so pleased I did.

After winning the pitch with a bold, ambitious vision, I led a team at R/GA to re-brand and create platform that levels the playing field in professional sport as well as inspires the next generation to become a part of the future of the game.

When choosing the right insurance, the devil really is in the detail.

Creating a No.1 track is up there for me, but doing for the good a sport I deeply care about made it even better. I loved leading the team at R/GA as we created something that’s truly become a piece of culture and has inspired a new generation of fan.

See the case study first, music video second.

There are thousands of accidents involving cars and bikes each year, especially in London. The most common accident is when drivers fail to check their mirrors. 

#ThanksForChecking is a way for cyclists to talk to drivers who check their mirrors. This movement was created purely off my passion for cycling and is the beginning of mission to improve cycle safety.

People, especially men, overestimate their ability in the water. I created a campaign to put men's 'strength' to the test as well as showing the two very different sides of water.

Did you know that men from the North of England are so hardy they can face any weather condition in just a t-shirt? Neither did I until I created The Gentleman-Hunt, the UK campaign for Old Spice that celebrates the magnificent, modern Great British Gentleman.

It's not every day you get to work with your heroes, and getting them to say the words you've written is even better. This is my latest piece, a co-creation film with Team GB to inspire the nation in our Olympic year.

I created a way to show Australians that there are thousands of people as unique as they are…no matter how niche or cliche they may be.

I even created a gateway for people to find their people by plastering a Sydney bus stop in 4,532 QR codes all linked to various Subreddits - in just 1 week we got 13,000 individual interactions.

After winning the pitch, I created a contextual campaign that showed men just how tough water is. By using real stories and hard hitting facts the RNLI managed to talk and engage with an otherwise passive audience. This not only gained heaps of national coverage, Respect The Water is now being adopted in other countries across Europe and even as far as New Zealand. 

Meningitis can take a life within hours. This film was heralded so much within the community and wider public, it was taken to The House of Commons to aid the approval of a groundbreaking Meningitis vaccine, which has since been granted.

Buying car insurance is tricky. But isn’t it more comforting to know you’re fully covered for when the unexpected happens?

From fast food to banks, supermarkets to beauty products take a scroll down memory lane to see some of of the other pieces I’ve created over the years.

Finding love is one thing, but finding a friend who’d do anything for you is something that’s far more important. This film made shortlist at the YouTube Awards ‘21.