Live Work
JD Sports - Family
2024 Christmas CampaignCreated at: Uncommon London
My role: Copywriter
ECD: Benny Everitt
Creative Director: Shaun Savage
Senior Creative: Quba Tuakli
Senior Art Director: Charlie Rout
Designer: Ellie Rose
Placement: Tanvir Gani
Film Directors: Saman Aminzadeh & Elliott Power
DOP: Norm Li
Editor: Fouad Gaber
PROBLEM
Christmas is boring when you’re young. Especially if you don’t live inside a Hugh Grant movie (read: not rich).
INSIGHT
In that sleepy time of year, for our urban youth audience, the most fun and memorable is the time spent with their friends, your chosen “family”.
IDEA
Authentic perspectives. To honour family. In its broadest sense. And the private moments that matter most.
1
The Film
TV and in cinemas in the UK and across Europe.
2
OOH
Live Work
British Airways
Purpose of Your Visit campaignCreated at: Uncommon London
Creative Director: Nils Leonard
Campaign idea: Nick Stanley
My role: Copywriter
1
Valentines Day 2024
Live across 6 OOH sites across London.
2
School half term holidays.
Live across 6 OOH sites across London, February 2024.
3
School summer holidays
Live across several OOH sites across the UK, June 2024.
Happy Houseplants
SPEC WORK
PROBLEM
Post-lockdown, plant sales have plummeted.
INSIGHT
Owning plants is like parenthood without the responsibilities.
IDEA
Plants are the no-risk no-consequence alternative to having kids.
Post-lockdown, plant sales have plummeted.
INSIGHT
Owning plants is like parenthood without the responsibilities.
IDEA
Plants are the no-risk no-consequence alternative to having kids.
Live Work
Floward - No better gift
2025 Valentines CampaignCreated at: And Us Dubai
My role: Copywriter
ECD: Fadi Yaish
Creative Director: Gal·la Basora
Associate Creative Director (Art): Noor Husain
Art Director: Renan Correa
Account Director: Farah Ibrahim
Head Of Production: Serra Chehade
Director: Maged Nassar
Production Company: Good People Films
OPPORTUNITY
The #1 gifting and flowers brand in the UAE wants to talk about love in a country that’s touchy about it.
INSIGHT
A great gift begins long before it’s given. It begins when you pay attention, and remember your girlfriend telling you on a random Tuesday night that her favourite flowers are pink tulips.
IDEA
Be the gifting company that says the greatest gift isn’t a product they sell.
1
The Films
Playing across the Middle East.
Perfumes
Flowers
Chocolates
2
OOH
Live Work
Hiscox Business Insurance
The “Disastrous” CampaignCreated at: Uncommon London
CCO: Nils Leonard
Creative Director: Richard Biggs
Strategy Directors: Charlie Palmer and Natalie Lau
Senior Art Director: Charlie Rout
Junior Art Director: Tanvir Gani
My role: Copywriter / Creative
PROBLEM
52% of job applicants in the UK used AI to make their CV sound better, with details that are not true.
That’s a nightmare for recruitment consultants - who could get sued if they put forward someone who’s lied on their CV.
INSIGHT
This is an insurable risk - and opens up a new market for Hiscox.
IDEA
AI-generated CVs sent to recruiters - online and offline - and as full-page ads in ‘Recruiter’ magazine. All with one small twist - the lies are hiding in plain sight.
The curriculum vitAI
A tactical campaign targeting recruitment consultants.
In a series of ads filled with easter egg gags,
perhaps the most nerdy one is the fact that the names for
each candidates are anagrams that reveal the truth.
Stella H Lisisi = This is all lies
Katie F Vachiss = This is a fake CV
Pierce F Tandcated = The perfect candidate
Craig E E Devant = AI generated CV
