Creative Copywriter @ Leo Burnett London - CLIO Award Winner
One of my weirdest and most wonderful campaigns.
London Fashion Week.
No invite. Micro budget.
But a golden opportunity to steal attention at ground level.
Insight: The shoes that truly influence trends are not on the runway.
They are on the feet of the fashion editors watching it.
So we aimed lower. Literally.
We strapped a GoPro to a sausage dog named Sergio.
Too short to see the catwalk.
Perfect height to sniff out the hottest designer shoes.
He hunted the best footwear on the streets, and I wrote his daily recaps and shoe-obsessed commentary as the chaos unfolded.
Live coverage. Live shopping. Zero shame.
Impact:
• Papped more than Alexa Chung
• Mentioned online more than Vogue
• +92% uplift in international shoe sales
• 25M unpaid impressions
My role: Creative Copywriter teamed with the brilliant Hollie Belton
Career highlight: ghostwriting for a canine influencer.
Creative Copywriter @ Leo Burnett London
Ohhh I loved this one. Huge hair. Huge attitude. Huge win.
We were pitching At Leo Burnett London to bring ghd back with a bang for Christmas. The brief: revive the brand’s edge and confidence. The insight: ghd women know exactly what they want… and they are not shy about hinting for it.
So we made a campaign that encouraged them to drop the hints loudly.
Bold copy. Big glam energy. Talent like Jibby Beane. Fashion photographer Matt Irwin dialled up to eleven.
A fully integrated takeover across TV, press, outdoor, digital social… the works.
Impact:
• Pitch won (with style)
• Highest EDM open rate in brand history
• Significant uplift in traffic and product interest across key markets
• Brand confidence: fully revived
My role: Part of the lead creative team on the job.
BTS note: Hot hair tools are a gateway drug. I worked on ghd for a year and now own several devices I cannot name and am slightly afraid of.
Senior Copywriter @ The Body Shop
A beauty campaign that told the truth?
Yes please.
The brief: encourage women to add facial oil to their daily routine.
The problem: beauty brands often promise the moon.
Our insight: audiences were craving results they could actually believe, not miracles nobody can deliver.
So we leaned into honesty.
We created a campaign that was frank, real and gently confident.
Not “reverse the clock,” but “this will make your skin happy.”
Bold copy. Natural storytelling.
Talent like Vanda Serrador to keep it expert-forward, never overhyped.
A fully integrated rollout across TV, outdoor, press, online tutorials, in-store and socials… all with hydration and humanity at heart.
Impact:
• Helped introduce facial oils to a new segment of customers
• Positive lift in engagement across global digital channels
• A more trusted, human beauty voice in market
My role: Senior Copywriter
Global messaging, campaign copy and product stories across multiple launches.
Work perk: lifelong addiction to face oil achieved.
Senior Copywriter @ MOO
Business cards are tiny. This job was not.
MOO wanted a creative campaign that could work as a full set or standalone moments, all while dialling up their famously cheeky tone of voice.
Because while other business card brands go corporate and safe, MOO leans quirky, confident, slightly mischievous.
So we wrote into that tension.
EDMs that felt like the brand winked at you.
Spotify radio, banners and collateral that carried one idea:
Your business card should say something real about you. Preferably something fun.
We delivered MOO’s tone consistently, cross-channel.
Impact:
• One of the highest email open rates in MOO history
• Tone of voice that sparked smiles and clicks
• Proof that print can still punch above its size
My role: Senior Copywriter
Collaborated closely with the design and copy teams to sharpen and unleash the brand voice.
Hot take: A business card reveals more personality than a CV ever could.
