Advertising

From ongoing Madame Tussauds campaigns and working on two of CAPCOM's biggest franchises, through to a huge range of Barclays projects and launching MINDBODY into the UK, I've helped come up with concepts and copy for print, OOH, digital and social campaigns.

Madam Tussauds campaigns

I worked with Madame Tussauds on many of its biggest modern campaigns, including the launch of its Star Wars and Marvel 4D attractions. The most recent campaign I worked on looked to close the perception gap between the idea that Madame Tussauds was an old-fashioned look-but-don't-touch museum, and the reality that it was an interactive experience.

The answer was to explore the unforgettable moment each visitor has when they hold hands with a royal, twerk with a pop star or hug a movie star. The creative encouraged the audience to find their Madame Tussauds moment, with each execution defining a particular moment at the attraction.

MINDBODY UK launch campaign

The campaign aimed to be a welcome distraction for the mobile and busy London commuter audience.

With that context in mind, I wrote tongue-in-cheek mini stories that every London public transport user could relate to. The hook was that gym and beauty sessions booked using the MINDBODY app could help the audience deal with the situation they were currently in.

The creative focused on the positive part of the story, the motivational MINDBODY element, whilst the tone of the whole thing worked to connect with the audience. I wrote a whole UK Tone & Voice guide to help MINDBODY reach and understand the UK audience, which I delve into in the branding section of this site.

Barclays

As well as working on countless scripts for Barclays (which you can read about elsewhere on this site), I was also lucky enough to work on some of its recent high profile campaigns, focusing particularly on its sponsorship of the Premier League. I came up with its overall positioning that helped to show that Barclays was a fan of football, not a participant (Never Not Football), and then helped to bring that to life in a range of campaigns that used insight and humour to connect to fans.

But luckily, it wasn't all football. I've worked on campaigns as diverse as the ATP Finals, Pingit and Premier Accounts, all with the aim of talking to the audience in a voice they understand, rather than the voice of a behemoth bank.

CAPCOM

I worked on two huge campaigns for two massive games – Resident Evil: Operation Raccoon City and Dead Rising 2.

For Resident Evil: Operation Raccoon City I created the story of an Insider, looking for help from the outside world to bring the evil Umbrella Corporation to its knees. This took the form of an online treasure hunt that built up a huge following and challenged me to create a whole range of clues, red herrings, fake websites, audio, video and social 'characters' to power the whole thing.

Rewards for participants included in-game and real world rewards as well as 'hidden' files I wrote that contained a lot of stories, biographies, background and context on the Resident Evil world and characters. I was particularly chuffed with this as a lot of it became Resident Evil Canon. Examples are available here.

A case study of the campaign is below.

For Dead Rising 2, I helped create a whole world including survivors and their ongoing blogs, a city’s worth of reviews, fake product ads and a YouTube TV show.

A (long) case study that looks at every element of the campaign is below.  The Zombrex testimonial at 3:45 always makes me laugh, so you could always just watch that bit.