The word-of-mouth café
Mention Me’s advertising was dull, dry and data-heavy, missing the human reason why people recommend products in the first place.
I created The Word-of-Mouth Café, a brand film that brought the psychology of recommendation to life through the familiar ritual of sharing a coffee. By turning an abstract marketing concept into something tangible and human, the film made the value of word-of-mouth easier to understand and harder to ignore.
The concept won £30k in investment against competing SAP portfolio brands and generated £125k in commercial value.
Role: Concept, Script, Creative Direction
Become a marketing maestro
Referral marketing platforms can be difficult to explain. Packed with features, functionality and unfamiliar terminology, product marketing risks making a useful tool feel more complicated than it needs to be.
I created Become a Marketing Maestro, a character-led animated film that replaced the feature tour with a story about creativity, confidence and getting more from what you already have.
Rather than simply explaining the technology, it showed marketers what they could achieve with it.
Role: Concept, Script, Creative Direction
Heroes are built in the dark
Fitness advertising often celebrates the transformation, but it rarely shows the repetitive, unglamorous work that makes any of it possible.
I developed Heroes Are Built in the Dark, a film-noir-inspired concept that shifted the spotlight from the result to the routine. Through the visual language of noir, it gave the unseen hours of training the drama and intensity they deserve.
Role: Concept, Script.
If you’ve got hair, care.
Haircare advertising often treats styling as a routine to get through, selling products through promises of perfect results. But hair is also a way to experiment, express yourself and decide how you want to show up that day.
I scripted If You've Got Hair, Care, a social-first campaign that turned the bathroom mirror into a stage for self-expression. Instead of treating styling as another chore, the creative reframed it as a small, everyday act of personal identity.
Role: Script, Storyboard.