As a Creative Director, I have been in charge of a number of ambitious brand partnerships - working with brands and external stakeholders to ensure that all parties sing. Here is a sample of some of the work I'm proud to have created.
This Girl Can x Disney
Between juggling kids, jobs, friends, life, and everything in-between, mums can sometimes struggle to find the time to exercise. So This Girl Can and Disney partnered up to create a way for mums and kids to be active, centred around play.
As lead creative on This Girl Can, we debuted a series of strategic initiatives and partnership creative for Sport England. This was one of our most ambitious partnerships, pairing a deeply human campaign with iconic IP.
We wanted to create something that unlocked the “fun” factor of moving around, based on the ways real mums and kids get moving. That’s why we invited real families from across England to dance around to Disney tracks they love, including songs from The Little Mermaid, Moana, The Jungle Book, and the new Disney Channel Original Movie, Descendants 3.
We wanted to create something that unlocked the “fun” factor of moving around, based on the ways real mums and kids get moving. That’s why we invited real families from across England to dance around to Disney tracks they love, including songs from The Little Mermaid, Moana, The Jungle Book, and the new Disney Channel Original Movie, Descendants 3.
It was critical to us that these films be enjoyable first and foremost, and that there would be no “wrong” moves. For younger kids, we co-developed “routines” that link movement to imagination, playing off the worlds of the films the songs are from. And for older kids, we created films that mix familiar dance moves with moments to freestyle and put your own spin on things.
This Girl Can is all about celebrating women getting active, no matter how they like to do it. By partnering with Disney, a beloved and trusted family brand, we’re hoping to introduce our convention-busting message to even more audiences and to help mums find ways to get moving that they’ve never thought of before.
This Girl Can is all about celebrating women getting active, no matter how they like to do it. By partnering with Disney, a beloved and trusted family brand, we’re hoping to introduce our convention-busting message to even more audiences and to help mums find ways to get moving that they’ve never thought of before.
BMW x British Vogue
BMW. A household name, known for its performance, style, and the caliber of its products. Despite this, BMW was not connecting with female audiences in the UK. The brand goal was to move the needle with women, but to do so with substance. Enter: BMW x British Vogue Forces for Change, BMW's first editorial partnership.
Forces For Change was an editorially-driven purpose led initiative, aimed at engaging new audiences by giving a platform to industry disruptors and inspiring leaders. From regular in-magazine features to impactful interviews led by then-Editor-in-Chief Edward Enninful himself, it was a rich multi-platform content partnership that effortlessly wove together the values of both brands.
As the Creative Director for BMW, I worked closely with the team at British Vogue on all elements of the partnership. All editorial features were carefully authored and photographed to ensure that the values of both brands shone through - forward-thinking, design-conscious, and progressive at heart.
This included not only interviews that put emerging stars - and the issues they care about - in the drivers seat, but also features that starred BMW's own internal talent (as photographed and profiled by Vogue). We didn't shy away from difficult or personal subjects; instead, we leaned into issues we knew our audience cared about with a tone that always felt authentic and personal.
The partnership was a resounding success for both brands and paved the way for new strategies for BMW to connect with difficult to reach audiences - authentically, stylishly, and with heart. With purpose at the core of the partnership, we were able to not only champion vital new voices but also showcase BMW's own vehicles and values in way that felt natural and earned.
