Brave Thinkers, True Colours Film

How does it feel to be a girl growing up in this challenging, ever-changing world? 

With St Helen’s we wanted to create an emotive piece, aimed at parents and prospective students, that explored this theme – the highs, the lows, the sense of wonder, freedom, friendship, love, conflict, pressures, anxieties – that marvellous and scary ride into adulthood. Our film speaks directly to the students, invites them to breathe and make space to explore their own sense of individuality and ambition, safe in the knowledge they will be supported, and understood, every step of the way. St Helen’s is the place to explore who you are and become very best version of that. Imagine how far you could go.

Student Films

So, why do we believe this? We give the students their voice. Let’s bin the concept of a ‘rehearsed’ promotional piece, instead allow the girls the space to talk, to laugh, to open up about their feelings and experiences. Be themselves. The result was a series of interviews that were authentic, thoughtful, inspiring, warm and at times utterly hilarious. There’s a sense of pride at being a St Helen’s student. You feel that warmth and want to be part of it.

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The brilliant team at ingenious8 brought me onboard to evolve the St Helen's School brand, including concept development, scriptwriting and direction.

A campaign for 3M’s Abrasive System Division to promote their range of Scotch-Brite deburring products.

A burr, for those who may not be familiar, is a sharp/rough edge commonly created during the metal fabrication process. Deburring is the precise process of removal, without any modification to the shape or geometry.

Our target audience was the metal workers themselves – they use the product, so ultimately make the decision on which to buy.

‘Precision, without cutting corners’ aligns the product with the metalworkers’ dedication to their craft, the pride in the attention to detail. It also tells us, similarly, that 3M don’t cut corners when developing the product – they produce industry leading solutions so you can do your best work. Also, most simply – ‘we don’t cut, we deburr’.

The film is an expansion of this idea, focusing on the workers, conveying a respect for the essence of their craft, combined with warmth and humour.

Visual hacking and screen privacy is more important than ever in the current climate, as such 3M wanted to increase awareness of privacy filters and drive an uplift in sample requests. HPS Group brought me onboard to develop the concept.

The target audience was tech savvy business decision-makers who would then implement privacy filters across their organisation. The focus was on people who work on the move –  on their commute, reading emails, accessing important information they wouldn’t want anybody else to see.

It was decided the campaign would initially be implemented in London, targeting people in transit, utilising formats such as: underground escalator panels, large digital panel at King’s Cross, motion enabled digital 6 sheets, train car panels, as well as wifi sponsorship at airports and WEVE MMS messaging. 

Research showed that almost nine out of 10 workers had caught somebody looking over their shoulder at their device in a public space. We wanted to explore the familiar feeling of being watched. 

Our concept saw photographs and footage of people looking down as if peeking at somebody’s phone/laptop, combined with the headline ‘Feel like you’re being watched?’. The direction of the glance was chosen with the advert’s position in mind for maximum impact – i.e. looking down at a passenger on a tube train, peering down at people in King’s Cross station, eyes following somebody riding the escalator. 

With 90% of visual hacking attempts successful, we wanted the campaign to make people feel uneasy, to raise their awareness and to take action to protect themselves.

3M have reported a substantial increase of sales since the campaign’s launch.

Jeep Renegade Retailer Launch

For the launch of the new Renegade in September 2018 I worked with HPS Group to deliver marketing support to the retailer network. These included invitations and incentives, communication packs, marketing assets (digital and print) and on-site POS.

‘Born to be Wild’ was the established national campaign line. We looked at how we could unpack this for the Renegade.

How could we drum up excitement for the delivery of the new vehicles? How could we capture the spirit of the Renegade and inject that sense of adventure? 

Well, our Jeep wasn’t simply going to be delivered to the retailer, it was going on its very own fantastical journey – it was going to go Renegade!

From factory to retailer, we followed the Renegade’s journey. Communication packs were sent to retailers from different locations along the way. Each ‘mud-splattered’ box contained a regional treat, a postcard (containing technical spec) and a route map, which delivered product, offers and audience information along with partnership ideas. The destination co-ordinates on the front were related specifically to each retailer. Countdown emails accompanied the packs, helping retailers to prepare for the launch event, along with direct mail pieces and online marketing assets.

The POS was a culmination of the journey – with vehicle finally on show, pristine and gleaming, back from its travels. Marks were added to the floor to give the impression it had just skidded into the showroom. Photos of the adventure surround it, inspiring customers to embrace their wild side and go Renegade! 

Jeep Wrangler Launch Emails

Awareness and tactical emails for the October 2018 Wrangler launch. A ‘magazine’ style layout was adopted, with big photos and strong headline statements befitting of the ‘Ultimate Jeep’. We wanted customers to get a sense of the fun that could be have with the all new model.

Subtle lighting effects were used (see gifs at bottom of page) to create the ‘reveal’.

Our objective was to build 3M’s position as trusted partner in means of transportation, the company providing the best solutions with 3M™ VHB™ tapes.

3M™ VHB™ Tapes are high-strength, double-sided acrylic tapes that create a long-lasting bond that builds strength over time, with the ability to join a variety of materials utilised in transport design, thus eliminating the need for nuts and bolts and their associated drawbacks.

With a nod to the transportation sector, specifically bus, rail and truck, we pitch 3M as the master navigators. As such they’re aware of a company’s position at all times, planning the journey ahead, avoiding potential hazards and providing ongoing support.

3M not only offers a leading portfolio of products, they will be your strategic partner in co-creating design solutions for your business.

HPS Group asked me to devise a concept for MINI’s ‘Giving Back’ campaign.  This is a promotion that offers discounted cars to those who give to the community, in this case targeted at teachers. 

Harnessing MINI’s fun and playful tone of voice we employ ‘typical’ teacher sayings to advertise the offer. Combined with enticing shots of the new vehicles, the aim was to capture those who hadn’t treated themselves for a while, and those who desired a new model that had become more affordable.

The campaign was rolled-out online via targeted advertisements on Facebook and Linked-In, and also via direct marketing, with flyers delivered to schools.